Psychogalvanometer

This device is also used as a lie detector. It is attached to the hand and measures electrical skin resistance. Skin resistance varies with the amount of moisture (sweat) present on the skin, and this varies with the degree of emotional arousal in the individual. When used to test advertisements, the psychogalvanometer is therefore measuring the degree to which the advertisement affects the individual emotionally. Since an important objective of some advertisements is to create the emotion of liking for the product, this can be a useful test, particularly when combined with the individual's self-report of whether or not the advertisement was liked.

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