Exam 27: Experimental Applications in Advertising and Public Relations

Which nervous system attempts to slow down the heart rate?

The muscle group just above your eyes (on the inside by your nose) draws the brow down toward the nose, characteristic of a frown is called Orbicularis oculi.

Heart rate alone is a good measure of arousal.

Psychophysiological responses are largely automatic and immune to the influence of conscious modification.

Corrugator supercilli is used to differentiate genuine smile from fake ones.

Measuring heart rate over time is called __________.

Zygomaticus major is located in the cheeks that draws up the corners of the mouth during a smile.

The muscle group just above your eyes (on the inside by your nose) draws the brow down toward the nose, characteristic of a frown is called __________.

The sympathetic nervous system attempts to speed up the heart.

Eye-tracking devices allow the computer to record moment-by-moment movement across a screen or a page.

Skin conductance is a good measure of arousal.

Explain the relationship between arousal and skin conductance. Is it similar to the relationship between arousal and heart rate?

Which research method or technique is best suited to understand what is going on below the surface?

Which nervous system attempts to speed up the heart rate?

__________ is used to differentiate genuine smile from fake ones.

Measuring heart rate in response to a specific event is called __________.

Increased blood flow correlates with increased activity in a brain region. This can be measured using __________.

Which of the following is NOT a physiological measure?

fMRI stands for functional magnetic response interface.

Rather than post-viewing introspection, these measures reflect real-time emotion experienced as the message is being viewed.