A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.

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A physiological arousal test measures the bodily responses to an advertisement, providing a more accurate measurement of a person's true response compared to self-reported measures or copytesting. Cognitive neuroscience techniques can also provide insights into how the brain processes and responds to the advertisement.

A Physiological Arousal Test, Such as Cognitive Neuroscience, May Provide