Electrocardiography (ECG)

ECG measures the electrical activity of the heart to determine heart rate. One way to measure cardiac changes is to examine your heart rate fluctuations indicating calmness, excitement, fear etc. We refer to this as heart rate variability (HRV).

ECG is used to analyse consumers' emotional responses to advertisements and other stimuli.

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The human brain is a powerful, weird and wonderful thing. As our understanding of how and why people act and react expand, new and exciting discoveries are made about what makes us tick, how we make decisions and how our memory is activated.

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Is Free Will Just an Illusion?

09 March 2016

We live a life where we are confronted with having to make decisions on a...



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