Pupil response as a means of evaluating television commercials


Today we are reporting on the first test carried out in England. For those of you who are unfamiliar with the basis of pupil response I will describe it very briefly. The technique is based on the fact that in constant light conditions the pupil of the eye will give some indication of on-going mental processes. More specifically the pupil will dilate with positive feelings such as interest, desire, pleasure, and contract with negative feelings - boredom, dislike, disinterest and so on. There are exceptions to this general principle but by and large the relationship seems to hold good.

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