_____ is a physiological measure of pretesting finished commercials in which viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye.
A)Pupillometrics
B)Eye tracking
C)Electrodermal response
D)Alpha activity
E)Hemispheric lateralization

Question

Quizplus · Accepted Answer

Eye tracking involves using a sensor that aims a beam of infrared light at the eye to measure physiological responses while viewers watch an ad. Pupillometrics also involves measuring the eye's response, specifically changes in pupil size, but this is not directly related to the use of infrared light or pretesting finished commercials. Electrodermal response, alpha activity, and hemispheric lateralization are each different types of physiological measures but are not directly related to eye tracking or pretesting commercials.

_____ Is a Physiological Measure of Pretesting Finished Commercials in Which