By using infrared/near-infrared light,which technology allows researchers to directly measure how consumers allocate their attention to various marketing and nonmarketing stimuli in their environment?

Question

Quizplus · Accepted Answer

Eye tracking technology uses infrared/near-infrared light to measure how consumers allocate their attention to marketing and nonmarketing stimuli in their environment. EEG and fMRI scans measure brain activity, while facial coding analyzes facial expressions.

By Using Infrared/near-Infrared Light,which Technology Allows Researchers to Directly Measure