A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?
A)pupilometer
B)EEG
C)Voice-pitch analysis
D)GSR
E)none of the above

Question

Quizplus · Accepted Answer

GSR (galvanic skin response) measures the electrical conductivity of the skin, which can indicate emotional arousal. This makes it a useful tool for measuring emotional reactions to advertisements. A pupilometer measures changes in pupil size, which can also indicate emotional arousal, but it may not be as reliable as GSR for this purpose. EEG (electroencephalography) measures brain activity, voice-pitch analysis measures changes in tone of voice, and neither would be as effective for measuring emotional reactions to advertisements.

A Researcher Who Wants to Measure Emotional Reactions to Advertisements