Some researchers measure brain wave activity to assess consumers' emotional responses to advertising. This type of measurement is called _____.
A) introspective
B) self-report
C) autonomic
D) galvanic
E) PANAS

Question

Quizplus · Accepted Answer

The measurement of brain wave activity to assess emotional responses is a form of measuring the autonomic nervous system, which controls physiological responses such as heart rate and perspiration. This type of measurement is known as an autonomic measurement.

Some Researchers Measure Brain Wave Activity to Assess Consumers' Emotional