Physiological Responses to Stimuli

Although we voluntarily control our bodies when we do things like walking, smiling, and speaking, we also respond to internal and external stimulation in more involuntary ways - the skin sweats, the heart pumps harder, facial muscles contract microscopically, the eyes take in more light.  These involuntary physiological responses play an especially important role in unconscious or preconscious reactions to stimuli.  They reflect the close connection between body and mind - our brains often direct our bodies to respond to environmental stimuli before our conscious minds have become aware that a response is taking place.

Some of the most relevant body measurement techniques that can be used in consumer and marketing research include:

• Eye movement and tracking
• Pupilometry
• Facial Electromyography (EMG)
• Skin Response / Electrodermal Activity (EDA)
• Startle Reflex
• Heart Rate
• Respiration