A psychologist is hired by a company to determine which of several commercials might be most effective at television viewers' interest.The psychologist shows these commercials to a group of participants.Which measure is LEAST susceptible to demand characteristics?
A)participants' rank-order of the commercials in terms of interest
B)participants' estimate of the likelihood that they would purchase the product based on commercial viewed
C)participants' pupil dilation during the commercials
D)participants' change in attitude toward the product before and after each commercial

Question

Quizplus · Accepted Answer

Participants' pupil dilation during the commercials is a physiological measure that is not easily influenced by demand characteristics. It provides an objective measure of arousal and interest in the commercials. In contrast, options A, B, and D all rely on self-reported subjective measures, which can be influenced by demand characteristics such as social desirability bias.

A Psychologist Is Hired by a Company to Determine Which