GSR Reconsidered: A Behavior-based Approach to Evaluating and Improving the Sales Potency of Advertising
通过访谈和案例研究，重新评估皮肤电反应（GSR）在衡量广告动机影响力方面的潜力，报告其预测有效性，并讨论为何该方法在广告评估中应用有限，最后为从业者提供使用指南。
Based on marketing practitioner interviews and case studies, this paper reconsiders the potential value of galvanic skin response (GSR) methodology in evaluating the motivational power of marketing communications. Data on the predictive validity of GSR methodology are reported. The issue of consumer affective response measurement (i.e., like/dislike) as well as methodological issues related to the limited application to date of GSR in the evaluation of advertising are discussed. Consideration is given to the reasons why the GSR methodology has been underutilized by marketing researchers. Finally, several guidelines in the use of GSR methodology are offered to advertising practitioners.