Physiological measures of advertising effectiveness:
A)are the most common methods for evaluating finished commercials in a laboratory setting.
B)indicate a receiver's involuntary responses to ads.
C)measure the effects of subliminal advertising.
D)are only used for pretesting broadcast advertising.
E)are neither valid nor reliablE.Physiological measures indicate a receiver's involuntary response to an ad, theoretically eliminating biases associated with the voluntary measures reviewed to this point.

Question

Quizplus · Accepted Answer

Physiological measures, such as eye tracking, brainwave scans, and skin conductance, measure a receiver's involuntary responses to ads. These measures are used to evaluate advertising effectiveness in a laboratory setting and are believed to provide more reliable and objective results compared to voluntary measures. Physiological measures are not used for subliminal advertising, but rather to understand the conscious and subconscious reactions of consumers to advertising messages.

Physiological Measures of Advertising Effectiveness