Question

The ______________ is essentially a device that monitors subjects’ physiological changes. These include changes in heart rate, respiration rate, blood pressure, and galvanic skin response. In consumer research, this device is used to record consumers’ physiological responses when exposed to various marketing stimuli, such as advertisements, new products, and package designs
A. Lie detector
B. Psychogalvanometer (correct)
C. Eye movement recorder
D. Pupil dilation monitor
E. None of the above

Answer 1

Answer:

B, Psycho galvanometer

Explanation:

A psycho galvanometer is one a device used to determine skin changes to elsctrical resistance in response to emotional stress. In advertising, the psycho galvanaometer is used to determine the acceptance or lack thereof of advertisements, products, etc. If there is a low resistance of the skin to electrical responses, then the advetisement is successful. If resistance is high, the advertisement is not successful and a new advertisement should be considered.