Examlex
Of the three physiological arousal tests discussed in the text,the one with the most promise for the future in terms of advertising and marketing communication evaluations is the pupillometric test.
Homeostasis
The process by which a living organism or cell maintains a stable internal environment despite changes in external conditions.
Reticular Activating System
A network of neurons in the brainstem that plays a key role in regulating wakefulness and sleep-wake transitions.
Cerebral Cortex
The outer layer of the cerebrum composed of gray matter and consisting mainly of nerve cell bodies.
Alpha Rhythm
A pattern of smooth, regular electrical oscillations in the human brain typically occurring when a person is awake but relaxed, usually in the frequency range of 8-12 Hz.
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