Some researchers believe that physiological instruments used in advertising research are more accurate than verbal or written responses where a respondent may give researchers the socially acceptable answer instead of an honest answer.

Question

Quizplus · Accepted Answer

Physiological instruments can measure involuntary responses, potentially providing more objective data than self-reported answers, which may be influenced by social desirability bias.

Some Researchers Believe That Physiological Instruments Used in Advertising Research