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Research papers

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...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Authors: Gareth Johns, Jack Potter
June 1, 1966
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Citation

Johns and Potter (1966a, June 01). Pupil response as a means of evaluating television commercials. ANA - ESOMAR. Retrieved September 25, 2024, from


https://ana.esomar.org/documents/pupil-response-as-a-means-of-evaluating-television-commercials


Research papers

The measurement of pupil dilation as a market research tool

This paper is intended to serve as an introduction to a technique that is relatively new to the market research world. It will explain the essential mechanism of pupil change, and describe the equipment and the experimental conditions that are...

Catalogue: ESOMAR/WAPOR Conference 1965
Authors: Günter König, Carmen Lakaschus, Mark R. C. Lovell
June 15, 1965
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Citation

König, Lakaschus and Lovell (1965a, June 15). The measurement of pupil dilation as a market research tool. ANA - ESOMAR. Retrieved September 25, 2024, from


https://ana.esomar.org/documents/the-measurement-of-pupil-dilation-as-a-market-research-tool