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Article: How couch potatoes watch TV could hold clues for advertisers
- Article from:
- The Boston Globe (Boston, MA)
- Article date:
- September 6, 2009
- Author:
CopyrightCopyright 2009 The Boston Globe. Provided by ProQuest LLC. (Hide copyright information)
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Advertisers really want to see you sweat. Or smile. Or bat an
eyelash. Or anything, it seems, that might demonstrate a new
commercial or program has enough of an effect on you to prompt a
physical reaction.
At Boston's Innerscope Research, researchers routinely outfit
television watchers in a T-shirt-and-vest combination that measures
perspiration, breathing, movement, and heart rate. On top of that,
they may also monitor how different viewers' eyes move as ads and
programming roll.
The whole process is part of a burgeoning movement to determine
whether the active emotional responses of what once were believed to
be slack-jawed couch potatoes can help some of the nation's biggest
marketers ...