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Contents: Preface. M.A. Shapiro, Think-Aloud and Thought-List Procedures in Investigating Mental Processes. F. Biocca, P. David, M. West, Continuous Response Measurement (CRM): A Computerized Tool for Research on the Cognitive Processing of Communication Messages. E. Thorson, Using Eyes on Screen as a Measure of Attention to Television. M.D. Basil, Secondary Reaction-Time Measures. A. Lang, What Can the Heart Tell Us About Thinking? R. Hopkins, J.E. Fletcher, Electrodermal Measurement: Particularly Effective for Forecasting Message Influence on Sales Appeal. M.A. Shapiro, Signal Detection Measures of Recognition Memory. G.T. Cameron, D.A. Frieske, The Time Needed to Answer: Measurement of Memory Response Latency. B. Reeves, S. Geiger, Designing Experiments That Assess Psychological Responses to Media Messages. J.H. Watt, Detection and Modeling of Time-Sequenced Processes. E.P. Lorch, Measuring Children's Cognitive Processing of Television. A. Lang, Comments on Setting up a Laboratory.