Some researchers measure brain wave activity to assess consumers' emotional responses to advertising. Which term refers to this type of measurement?
A) introspective
B) self-report
C) autonomic
D) PANAS

Question

Quizplus · Accepted Answer

The measurement of brain wave activity falls under the category of autonomic measurements, which involves assessing physiological responses such as heart rate, skin conductance, and brain waves.

Some Researchers Measure Brain Wave Activity to Assess Consumers' Emotional