Building upon the Experimental Design in Media Violence Research: The Importance of Including Receiver Interpretations.

Argues that the inclusion of viewer interpretation variables in experimental design and analysis procedures can greatly increase the methodology's ability to explain variance. Focuses attention on the between-group differences, while an analysis of how individual participants interpret the cues in the stimulus material focused attention on the within-group differences. Demonstrates that when a larger set of interpretation variables is included, the explanatory power greatly increases. (SG)