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NJIT Marketing Experts Measure Brain Waves and Skin Current to Predict Emotions

Machines still can’t think, but now they can validate your feelings, based on new research from New Jersey Institute of Technology Assistant Professor Jorge F

Marketing experts measure brain waves and skin current to predict emotions

NJIT marketing experts measure brain waves an

<p>Currently, most marketing research relies on people self-reporting their responses to anything from sale prices to dramatic videos. Fresneda found that if you add electroencephalograms (EEG) probes, which detect brain waves, and galvanic skin response (GSR) sensors, which measure electrical conductance, then you can predict people&rsquo;s feelings about marketing stimuli with greater accuracy than their own self-reporting. That&rsquo;s determined by feeding the various sensor results through graphing algorithms and then comparing them to existing academic databases.</p>

NJIT Marketing Experts Measure Brain Waves and Skin Current to Predict Emotions

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