One Method of Testing How Consumers Relate to an Ad

question 44

Multiple Choice

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) cerebral response
• B) electrodermal response
• C) beta activity
• D) alpha activity

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Definitions:

Observational Studies

Research methods that involve assessing subjects without manipulating the environment or the participants, used to identify and describe natural occurrences.

Statistical Correlation

A measure that indicates the extent to which two or more variables fluctuate together, showing how one variable is linearly related to another.

Correlate

To have a mutual relationship or connection, where one thing affects or depends on another.

Large

Of considerable or relatively great size, extent, capacity, or quantity.