Deck 27: Experimental Applications in Advertising and Public Relations

Question 1

Which of the following is NOT a physiological measure?

A) Skin conductance
B) Eye tracking
C) Heart rate
D) Facial Electromyography
E) Self-reported measure of arousal

Answer 1

Self-reported measure of arousal

Question 2

Which of the following is considered a good measure of arousal?

A) Skin conductance
B) Eye tracking
C) Heart rate
D) Facial Electromyography

Answer 2

Skin conductance

Question 3

Increased blood flow correlates with increased activity in a brain region. This can be measured using __________.

A) fMRI
B) Skin conductance
C) Eye tracking
D) Heart rate
E) Facial Electromyography

Answer 3

fMRI

Question 4

The muscle group just above your eyes (on the inside by your nose) draws the brow down toward the nose, characteristic of a frown is called __________.

A) Corrugator supercilli
B) Zygomaticus major
C) Orbicularis oculi
D) Tracheal muscle

Question 5

Which muscle group is located in the cheeks that draws up the corners of the mouth during a smile?

A) Corrugator supercilli
B) Zygomaticus major
C) Orbicularis oculi
D) Tracheal muscle

Question 6

__________ is used to differentiate genuine smile from fake ones.

A) Corrugator supercilli
B) Zygomaticus major
C) Orbicularis oculi
D) Tracheal muscle

Question 7

Measuring heart rate over time is called __________.

A) Phasic
B) Tonic
C) Stellar
D) Modular
E) Tetonic

Question 8

Measuring heart rate in response to a specific event is called __________.

A) Phasic
B) Tonic
C) Stellar
D) Modular
E) Tetonic

Question 9

Which nervous system attempts to speed up the heart rate?

A) Parasympathetic
B) Panosympathetic
C) Sympathetic
D) Zygomaticus

Question 10

Which nervous system attempts to slow down the heart rate?

A) Parasympathetic
B) Panosympathetic
C) Sympathetic
D) Zygomaticus

Question 11

Which physiological measure is sufficient to demonstrate that a message has led to an increase in physiological arousal?

A) heart rate alone
B) eye tracking
C) skin conductance
D) facial Electromyography

Question 12

Unlike the muscles in the cheek, the muscles that draw up the corners of the eye during a genuine smile are not under voluntary control. These muscles are called __________.

A) Corrugator supercilli
B) Zygomaticus major
C) Orbicularis oculi
D) Tracheal muscle

Question 13

Which research method or technique is best suited to understand what is going on below the surface?

A) Survey
B) Psychophysiological measures
C) Self-reported measures
D) Observation research

Question 14

Heart rate alone is a good measure of arousal.

Question 15

The sympathetic nervous system attempts to speed up the heart.

Question 16

fMRI stands for functional magnetic response interface.

Question 17

Zygomaticus major is located in the cheeks that draws up the corners of the mouth during a smile.

Question 18

Skin conductance is a good measure of arousal.

Question 19

Eye-tracking devices allow the computer to record moment-by-moment movement across a screen or a page.

Question 20

Corrugator supercilli is used to differentiate genuine smile from fake ones.

Question 21

Sensors placed directly over the muscles can measure electrical activity (action potentials) in the muscles that cannot be detected by videotaping participants.

Question 22

The parasympathetic nervous system attempts to slow down the heart.

Question 23

The muscle group just above your eyes (on the inside by your nose) draws the brow down toward the nose, characteristic of a frown is called Orbicularis oculi.

Question 24

Rather than post-viewing introspection, these measures reflect real-time emotion experienced as the message is being viewed.

Question 25

Psychophysiological responses are largely automatic and immune to the influence of conscious modification.

Question 26

Simply showing an increase in heart rate is sufficient to demonstrate that a message has led to an increase in physiological arousal.

Question 27

Name four psychophysiological measures.

Question 28

Explain the relationship between arousal and skin conductance. Is it similar to the relationship between arousal and heart rate?

Question 29

How does Facial Electromyography work? Name the three facial muscles and what measurement of each represents.