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Institute
Due to the complexityof research objects, theoretical concepts, and stimuli in media research, researchers in psychology and communications presumably need sophisticated measures beyond self-report scales to answer research questions on media use processes. The present study evaluates stimulus-dependent structure in spontaneous eye-blink behavior as an objective, corroborative measure for the media use phenomenon of spatial presence. To this end, a mixed methods approach is used in an experimental setting to collect, combine, analyze, and interpret data from standardized participant self-report, observation of participant behavior, and content analysis of the media stimulus. T-pattern detection is used to analyze stimulus-dependent blinking behavior, and this structural data is then contrasted with self-report data. The combined results show that behavioral indicators yield the predicted results, while self-report data shows unpredicted results that are not predicted by the underlying theory. The use of a mixed methods approach offered insights that support further theory development and theory testing beyond a traditional, mono-method experimental approach.
Spatial presence is a state in which media users temporarily overlook the mediated nature of their experience.
This study discusses stimulus-dependent structure in spontaneous eye-blink behavior as analternative to presence selfreport measures. To this end, theories and empirical evidence on presence, spontaneous eye-blink behavior, and existing approaches for presence assessment are used to link antecedent processes of presence, especially attention, to presence and structure in blinking behavior.
Three experiments in different media environments relate three different methods for quantification of stimulus-dependent structure to an established presence scale. The results are not conclusive, but raise questions on presence and its measurement, and advance the understanding of stimulus-dependent structure in spontaneous eye-blink behavior.