Biasing public opinion: Computerized continuous response measurement displays impact viewers’ perceptions of media messages

Abstract

Computerized displays of continuously acquired audience response measures have become an increasingly common component in television, particularly in political campaign media coverage. However, the effect of such presentations on consumer’s perceptions of both the presenters and their messages remain unclear. To address this concern, simulated computerized continuous response measurement (CRM) graphics were overlaid onto apolitical video content to produce three (negative, neutral, positive) experimental manipulations. The findings revealed considerable symmetry between the valence of the CRM graphics and research participant responses. Evaluations of the presenter and message were significantly more negative following negative CRM graphic manipulation exposure (compared against the neutral and positive conditions) suggesting that CRM graphics can be a powerful device for influencing viewers’ judgments.