do. feel. think.
feel. do. think.
Physiological Measures: As early as the 1930s, work was being done to apply electrodermal or Galvanic Skin Response (GSR) methods to the study of advertising (Lucas and Britt, 1950). Other physiological measures of arousal, such as blood pressure and heart rate, were also included in the portfolio of commercial testing. Eye-tracking, too, has had periods of interest, but it was not until the 1990s that the promise of neurophysiology started to become more broadly accepted. Up to that point, when physiological measures detected emotional arousal, they were followed by questions probing whether such arousal was triggered by positive or negative feelings. Newer technologies are enabling more precise measurements and increasing emphasis on measuring implicit emotions to gauge audience response to advertisements. These include a slew of physiological techniques such as brain scanning, neurological analysis, electromyography, etc. This is a developing area of ad research measurement, with better systems for measuring arousal, activation, and valence being introduced and a better understanding of the value of those measures in the context of advertising response.