The Use of Pupillometrics Has Waned Over the Past Decade

question 26

Multiple Choice

The use of pupillometrics has waned over the past decade because:

• A) some consumers are able to control their physiological responses, which skews the data
• B) high costs and some methodological problems have made it less effective than other methods
• C) pupil dilation has little correlation to a consumer's affective response to an ad
• D) involuntary consumer responses are not good indicators of effectiveness

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Definitions:

Emotional Intelligence

The ability to recognize, understand, and manage one's own emotions and the emotions of others.

Big Five Personalities

A theory categorizing human personality into five broad dimensions: openness, conscientiousness, extraversion, agreeableness, and neuroticism.

Social Acumen

The ability to understand and navigate complex social situations, often involving keen insight into interpersonal dynamics.

Self-monitoring

The process of being aware of and regulating one's own behavior and expressions based on social cues and norms.