The Galvanic Skin Response

The Galvanic Skin Response (GSR) involves measuring changes in the skin’s electrical resistance using a Galvanometer, which varies depending on the degree of sweat gland activity controlled by the sympathetic nervous system. These changes are a symptom of experiencing emotions or a spontaneous response to specific stimuli. In marketing research, GSR reflects the level of arousal triggered by a specific stimuli / message. It predicts whether the message entices the consumer and ultimately motivates him/her to act.

GSR is used to research e.g:

  • TV and press advertisements
  • Packaging layouts
  • Product Placements
  • Computer games
  • Aromatic and flavour compositions
  • Interpersonal communication