The Zimmerman School of Advertising & Mass Communications

Research Center

Media research examines media's influence on society, culture, and behavior. At the Zimmerman School, we study the evolving media landscape through the lens of technology, content creation, and audience engagement. Our researchers employ advanced methodologies to investigate how media shapes media audiences’ perceptions, influences decision-making, and affects daily life.

Media Insights Lab - The Media Insights Lab conducts data-driven research on audience behavior, media consumption, and communication effectiveness. Using advanced analytics and psychophysiological tools, we uncover insights to help organizations optimize messaging and audience engagement.

Humor Analysis Hub for Advertising (HAHA) – Founded by Dr. Chris Noland, the Humor Analysis Hub for Advertising utilizes psychophysiological measures including eye-tracking, facial expression analysis, as well as skin conductance to research ways humor and its associated emotions can impact a variety of contexts including positive health and prosocial behaviors through advertising.

Advertising Research and Implementation Science (ARIS) Lab - Founded by Janelle Applequist

UPCOMING EVENTS - Stay connected with our upcoming events and workshops, where we delve into the latest media research findings and emerging technologies. Join us for insightful discussions and collaborative opportunities to shape the future of media and communication.