The reduction of electrical resistance in the skin due to interest in a stimulus. e.g. an advertisement. The respondents are fitted with small electrodes that monitor electrical resistance and is shown stimuli such as advertisements, package design, and slogans. The theory behind this device is that physiological changes, such as increased perspiration, accompany emotional reactions. From the strength of the response, the researcher infers the respondent’s interest
level and attitude toward the stimuli.
