One method of testing how consumers relate to an ad and process the information it contains is to measure ____, the degree of brain activation that occurs when they look at the ad.

One method of testing how consumers relate to an ad and process the information it contains is to measure ____, the degree of brain activation that occurs when they look at the ad.



A. electrodermal response

B. cerebral response

C. beta activity

D. alpha activity

E. pupillometrics


Answer: D


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