In my first post a few weeks ago, I wrote about the general rise of Neuro-Tools and mentioned some such as eyetracking, EEG, facial expression analysis, GSR, heartrate and respiration as well as Implicit Association Tests as examples.
By constantly accessing the surroundings and scanning for situations that could potentially be dangerous an evaluation takes place which leads to preparations for an adequate fight or flight reaction. These preparations can be measured throughout the body and include changing heart rate, respiration and levels of sweat on hands and feet.Īs we start to understand that these non-conscious reactions are strongly and inseparably tied to decision making processes and thus human behaviour, more and more researchers have become interested in using tools to measure these reactions.
One of the branches, the sympathetic nervous system (SNS), is responsible for quick fight or flight reactions. Neuro-Tools : GSR OctoPosted by eyetrackrob in Biometric, Captiv, eye tracking, Glasses, Market Research, neuromarketing, TEA, Tobii, Uncategorized.Īs mentioned in my first introduction to this blog, the central nervous system is divided into different branches which monitor and control different body functions.
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