Galvanic Skin Response
Galvanic Skin Response - Related Videos
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FAQs
Sympathetic nervous system activity changes sweat gland activity. As sweat glands become more active, moisture at the sensor site can alter skin resistance and therefore the measured conductance. In marketing studies, this physiological signal helps locate portions of an advertisement or brand interaction associated with heightened arousal, rather than relying only on what participants report.
No. A change in the signal indicates physiological arousal, but it does not identify the emotional direction of that response. A strong reaction could accompany either favorable or unfavorable engagement. Researchers therefore interpret the measurement with survey responses, behavioral data, and the surrounding content to determine what may have produced the activation.
Measurements are typically collected from the fingers or palms because sweat gland activity in these areas can change skin moisture and electrical resistance. The sensor location therefore affects the recorded conductance signal. Consistent placement helps researchers compare responses across moments in an advertisement, product experience, or brand interaction without confusing location-related differences with changes in arousal.
Researchers place sensors on a participant’s fingers or palms, apply a small electrical current across the skin, and track conductance while the participant encounters an advertisement or other marketing experience. They then examine when the signal changes and relate those moments to the content, survey responses, or behavioral data to support interpretation.
It can help identify moments that generate physiological arousal during advertisements, product experiences, or brand interactions. Researchers may use those response patterns to determine which portions of an experience appear especially activating. Because the measure does not establish whether activation is positive or negative, it works best as a complement to other evidence rather than as a standalone evaluation.
Galvanic skin response can complement surveys and behavioral data by adding a physiological perspective to participants’ stated opinions and observable actions. Researchers can compare signal changes with particular moments in the marketing experience, then use contextual evidence to interpret them. This combined approach helps distinguish an activated response from a clear indication of preference or effectiveness.