Question 1

Which of the following is NOT a physiological measure?

Accepted Answer

Self-reported measures of arousal are psychological or subjective measures, not physiological. Physiological measures are typically obtained through direct monitoring of bodily functions, such as skin conductance, eye tracking, heart rate, and facial electromyography, which are objective and quantifiable.

Question 2

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

Accepted Answer

A

Question 3

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

Accepted Answer

Functional Magnetic Resonance Imaging (fMRI) measures brain activity by detecting changes associated with blood flow. This technique relies on the fact that cerebral blood flow and neuronal activation are coupled. When an area of the brain is in use, blood flow to that region also increases.

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 __________.

Accepted Answer

The corrugator supercilii muscle is responsible for drawing the eyebrows downward and medially, producing the characteristic frown expression. This muscle is located just above the eyes, near the nose.

Question 5

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

Accepted Answer

The Zygomaticus major muscle is responsible for drawing the corners of the mouth upward to create a smile, making it the correct muscle group located in the cheeks for this action.

Question 6

__________ is used to differentiate genuine smile from fake ones.

Accepted Answer

The orbicularis oculi muscle is involved in the "crow's feet" wrinkles at the outer edges of the eyes, which are typically more pronounced in genuine smiles. This is often referred to as the Duchenne marker, after the researcher who first identified the significance of this muscle in distinguishing true smiles from forced or fake ones.

Question 7

Measuring heart rate over time is called __________.

Accepted Answer

Tonic measurements refer to continuous monitoring or measurement over time, which applies to tracking heart rate continuously.

Question 8

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

Accepted Answer

The answer of Measuring heart rate in response to a...

Question 9

Which nervous system attempts to speed up the heart rate?

Accepted Answer

The sympathetic nervous system is responsible for the body's "fight or flight" response, which includes speeding up the heart rate to prepare the body for action.

Question 10

Which nervous system attempts to slow down the heart rate?

Accepted Answer

The parasympathetic nervous system is responsible for the "rest and digest" functions of the body, which includes slowing down the heart rate.

Question 11

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

Accepted Answer

Skin conductance is a reliable measure of physiological arousal as it directly reflects changes in sweat gland activity, which is associated with arousal.

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 __________.

Accepted Answer

The muscles that draw up the corners of the eye during a genuine smile are called the orbicularis oculi. These muscles are involved in the facial expressions of a genuine smile, also known as a Duchenne smile, and are not under voluntary control.

Question 13

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

Accepted Answer

Psychophysiological measures are best suited for understanding what is happening below the surface because they involve recording physiological responses, which can provide insights into subconscious or involuntary processes that are not accessible through self-report or observation.

Question 14

Heart rate alone is a good measure of arousal.

Accepted Answer

Heart rate is one aspect of physiological arousal, but arousal is a complex state influenced by multiple factors including brain activity, hormonal levels, and other physiological responses such as skin conductance and muscle tension. Therefore, heart rate alone does not provide a comprehensive measure of arousal.

Question 15

The sympathetic nervous system attempts to speed up the heart.

Accepted Answer

The sympathetic nervous system is part of the autonomic nervous system that prepares the body for physical activity by increasing heart rate, among other functions, in what is often referred to as the "fight or flight" response.

Question 16

fMRI stands for functional magnetic response interface.

Accepted Answer

fMRI stands for functional magnetic resonance imaging.

Question 17

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

Accepted Answer

The zygomaticus major muscle is indeed located in the cheek area and is responsible for elevating the corners of the mouth, which is a key action in smiling.

Question 18

Skin conductance is a good measure of arousal.

Accepted Answer

Skin conductance, which reflects the level of sweating and thus the activity of the sweat glands, is a reliable indicator of physiological arousal because it increases with both emotional and cognitive arousal, making it a useful measure in psychological and physiological studies.

Question 19

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

Accepted Answer

Eye-tracking devices are designed to monitor and record where and how a person's eyes move when looking at a screen or a page, capturing the gaze patterns and movements to understand visual attention and behavior.

Question 20

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

Accepted Answer

The corrugator supercilii muscle is primarily involved in frowning and expressing worry, not in differentiating genuine smiles from fake ones. The orbicularis oculi muscle, particularly its outer part, is more relevant in distinguishing genuine (Duchenne) smiles, which involve the eyes, from fake smiles.

Quiz 27: Experimental Applications in Advertising and Public Relations