An advertising test that measures dilation or constriction of the eyes in response to stimuli is called:
A)the Burke's reflection test.
B)Flesch testing.
C)the reactive test.
D)galvanic eye responses.
E)pupillometrics.

Question

Quizplus · Accepted Answer

Pupillometrics is the study of changes in pupil dilation or constriction in response to various stimuli. Galvanic skin response (D) measures changes in skin conductance due to changes in emotional arousal, but is not specific to eye responses. The Burke's reflection test (A) is a technique for measuring the effectiveness of various advertising media by measuring the number of times an ad is reflected in consumer's eyes. Flesch testing (B) is a measure of readability and comprehension in written communications, and the reactive test (C) is too vague to give a clear answer.

An Advertising Test That Measures Dilation or Constriction of the Eyes