While I was a doctoral student at Missouri School of Journalism a few years back, I worked as a research assistant in the lab above. It’s one of only a few such labs in the country that focuses on how people psychologically and physically process news and information.
Among the more groundbreaking findings? Super graphic, disgusting ads (think about some of the anti-smoking/anti-drug public service announcements of recent years) can actually backfire, inhibiting people’s ability to process the message. Cool research — hard to conduct but cool.