Exam 27: Experimental Applications in Advertising and Public Relations

Which of the following is considered a good measure of arousal?

Name four psychophysiological measures.

Which physiological measure is sufficient to demonstrate that a message has led to an increase in physiological arousal?

Simply showing an increase in heart rate is sufficient to demonstrate that a message has led to an increase in physiological arousal.

How does Facial Electromyography work? Name the three facial muscles and what measurement of each represents.

Sensors placed directly over the muscles can measure electrical activity (action potentials) in the muscles that cannot be detected by videotaping participants.

The parasympathetic nervous system attempts to slow down the heart.

Unlike the muscles in the cheek, the muscles that draw up the corners of the eye during a genuine smile are not under voluntary control. These muscles are called __________.

Which muscle group is located in the cheeks that draws up the corners of the mouth during a smile?