The Use of Pupillometrics Has Waned Over the Past Decade

The use of pupillometrics has waned over the past decade because:

A) high costs and some methodological problems have made it less effective than other methods
B) involuntary consumer responses are not good indicators of effectiveness
C) pupil dilation has little correlation to a consumer's affective response to an ad
D) some consumers are able to control their physiological responses, which skews the data