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What is Galvanic Skin Response (GSR)

Chapter 12
Handbook of Research on Consumerism and Buying Behavior in Developing Nations
Also known as skin conductance. It is a method applied to measure the skin responses to stimuli.
Published in Chapter:
Neuromarketing and the Potential Application of Scientific Methods in Measuring Consumer Behaviour
Cynthia A. Bulley (Central University, Ghana), Veronica Adu-Brobbey (University of Education – Winneba, Ghana), and Esther O. Duodu (ABL Intel Consulting Ltd., Ghana)
Copyright: © 2016 |Pages: 20
DOI: 10.4018/978-1-5225-0282-1.ch012
Abstract
Consumer behaviour studies have taken a new turn. Marketers, economists and other consumer related disciplines are looking to science to accurately determine consumer behaviour. The purpose of this chapter is to provide insight into a burgeoning field of study, neuromarketing, documenting various research studies and applications of mechanisms in determining brain activities and other uses of science to benefit marketing research. Data for the study is derived from impartial cross-referencing of conceptual and empirical articles published in major journals. The application of neuroimaging technique in research have provided marketers with concrete evidence of brain activation that signal increased activities during stimulation (Lewis & Bridger, 2005; Rossiter et al., 2001). Further, the implication and causes of concern in using neuroscience methods in marketing are highlighted. Developing country studies on neuromarketing are examined to determine its application and use as a marketing research tool.
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Chapter 20
Affective Serious Games for GLAMs Institutions
A continuous measurement of electrical parameters of human skin. Also known as electrodermal activity (EDA) or skin conductance (SC).
Published in Chapter: Affective Serious Games for GLAMs Institutions; From: Handbook of Research on Gamification Dynamics and User Experience Design
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Chapter 2
Measuring Consumer Behavior Using Neuroscience Methods in Marketing
Also known as skin conductance. It is a method applied to measure the skin responses to stimuli.
Published in Chapter: Measuring Consumer Behavior Using Neuroscience Methods in Marketing; From: Exploring the Dynamics of Consumerism in Developing Nations
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Chapter 4
Understanding Consumer Behavior Through Eye-Tracking
In particular, the change of electrical resistances of regions without hair on the body due to any stimuli can occur because of the activity of sweat glands. This technique is used in marketing to measure responses to technical websites and advertisements.
Published in Chapter: Understanding Consumer Behavior Through Eye-Tracking; From: Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
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Chapter 15
Exhibiting App and Analysis for Biofeedback-Based Mental Health Analyzer
Is the measure of the continuous variations in the electrical characteristics of the skin.
Published in Chapter: Exhibiting App and Analysis for Biofeedback-Based Mental Health Analyzer; From: Handbook of Research on Advancements of Artificial Intelligence in Healthcare Engineering
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