The Use of Pupillometrics Has Waned Over the Past Decade

The use of pupillometrics has waned over the past decade because:

A) some consumers are able to control their physiological responses, which skews the data
B) high costs and some methodological problems have made it less effective than other methods
C) pupil dilation has little correlation to a consumer's affective response to an ad
D) involuntary consumer responses are not good indicators of effectiveness