_____ Is a Physiological Measure of Pretesting Finished Commercials in Which

question 106

Multiple Choice

_____ is a physiological measure of pretesting finished commercials in which viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye.

• A)Pupillometrics
• B)Eye tracking
• C)Electrodermal response
• D)Alpha activity
• E)Eye lateralization

---

Definitions:

Reinforcement Schedule

The pattern or timing of delivery of rewards or punishments that influences the rate and strength of a behavior in learning.

Lottery Numbers

Randomly selected numbers used in games of chance for the purpose of winning prizes.

Fixed-Ratio Schedule

A reinforcement schedule in behavior analysis where a response is reinforced only after a specified number of responses have been made.

Extinction

In psychology, the gradual weakening of a conditioned response when the reinforcement is withheld.