EDR measurements

Measuring skin conductivity has been used since the early 20^th century. As this is a relatively low-cost procedure, it is still being used today despite the rise of procedures such as EEG or MRI.

Measuring skin conductivity records physical features of participants. This is achieved by means of electrodes (see poto). Skin conductivity serves as an indicator of psychic activation of the participant. In simple terms, we measure if a participant is relaxed, or excited and tense.

Changes in skin conductivity (see graph of results) in reaction to stimuli such as images indicate degrees of activation. What cannot be measured is the direction and quality of activation, such as positive or negative emotions. The procedure is very sensitive but requires a few minutes for the participants to get used to test conditions before useful, unbiassed results will be generated.

Measuring activation is used in consumer behavior studies to research advertising effectiveness of billboads, small ads or commercials. In our lab we have state-of-the-art technology to measure electro-dermal activity.