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Measuring Arousal Through Physiological Responses To Packaging Designs: Investigating The Validity Of Electrodermal Activity As A Measure Of Arousal In A Realistic Shopping Environment, Daniel Hutcherson

All Theses

The validity of electrodermal activity is investigated in the context of packaging design evaluation as a sensitive measure of arousal. Analysts agree that purchasing decisions are subconscious and emotional decisions, contrasted against the popular belief that consumers make purely rational decisions. To understand the personal and rapid character of a consumer's purchasing decisions we must find methods of which to measure and interpret consumer reactions to various packaging designs. Focus groups are discussed as antiquated research methods and new, advanced technologies are outlined as physiological responses. Past literature displays methodological approaches to using electrodermal activity measures in consumer studies, however …