Galvanic Skin Response

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Galvanic Skin Response

A physical response in the skin due to some stimulus. For example, turning red when one is nervous is a galvanic skin response. Some marketers measure galvanic skin responses on test subjects of advertisements. Proponents believe this is an objective way to determine a test subject's response to an advertisement, though critics contend that this practice does not sufficiently account for outside stimuli that may affect measurements.
References in periodicals archive ?
By 1900, principles of electrical engineering had been used to establish the electrical nature of nerve pulses in a stream of research known as electrophysiology, initiated in the 1780s by Luigi Galvani.
In 1791, Luigi Galvani published his work describing the stimulation of the inner crural nerves of a frog with an electrostatically charged object, causing the leg muscles to contract.
Galvanic skin response is named after the Italian physician and physicist Luigi Galvani, who in the late eighteenth century first began generating muscle movements in frogs and other animals via electric current ("animal electricity," he called it, and humans were not far behind in the experiments of his acolytes, such as his nephew Giovanni Aldini).