Electrodermal activity (EDA)

EDA measures the skin conductivity levels, typically of your fingers or palms, as an indication of fluctuations in sweat gland activity levels.

These variations in conductivity are triggered by extreme emotional states or changes in states.

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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