M3 Lab

Professor and participant in physiometric media lab at Baylor University

The M3 Lab located in the Department of Journalism, Public Relations and New Media at Baylor University is an interdisciplinary research hub advancing the science of media effects and media psychology. We study how people perceive, process, and respond to media messages to improve communication across health, advertising and public relations, journalism, and emerging media platforms.

Grounded in neuroscientific methods, the M3 Lab investigates the cognitive and emotional mechanisms underlying media engagement. We use state-of-the-art biometric tools, including:

Eye-tracking to examine visual attention and information processing
Galvanic Skin Response (GSR) to assess physiological arousal
Heart-rate monitoring to capture cognitive load and emotional states
Facial expression analysis to detect real-time affective responses

These data streams are integrated using iMotions software, a leading multimodal biometrics research platform, enabling synchronized analysis of attention, emotion, and physiology during media exposure.

The M3 Lab’s mission is to produce rigorous, theory-driven research that deepens our understanding of how media shapes thought, emotion, and behavior. By combining media theory with cutting-edge biometric technology, our lab offers innovative insights into the complex interaction between media, the mind, and emotion.

For more information, please contact lab coordinator, Dr. Alec Tefertiller, at Alec_Tefertiller@baylor.edu.