Which of the following tracks the degree of attention paid to the components of viewed advertisements through monitoring electrical impulses produced by the viewer's brain?
A) Facial EMG
B) brain wave analysis
C) eye-tracking
D) attitudinal measures
E) UPC codes

Question

Quizplus · Accepted Answer

Brain wave analysis is used to track the degree of attention paid to the components of viewed advertisements by monitoring electrical impulses produced by the viewer's brain. This technique allows researchers to understand how engaged a person is with an advertisement by analyzing the brain's electrical activity.

Which of the Following Tracks the Degree of Attention Paid