Search research articles

ABOUT JoVE

Overview Leadership Blog JoVE Help Center

AUTHORS

Publishing Process Editorial Board Scope & Policies Peer Review FAQ Submit

LIBRARIANS

Testimonials Subscriptions Access Resources Library Advisory Board FAQ

RESEARCH

JoVE Journal Methods Collections JoVE Encyclopedia of Experiments Archive

EDUCATION

JoVE Core JoVE Business JoVE Science Education JoVE Lab Manual Faculty Resource Center Faculty Site

Terms & Conditions of Use

Related Concept Videos

Deindividuation

Deindividuation

Deindividuation is a form of social influence on an individual’s behavior such that the individual engages in unusual or non-normal behavior while in a group setting. Why? Because in these group settings, the individual no longer sees themselves as an individual anymore, disinhibiting their behavior and personal restraint.

Sympathetic Activation

Sympathetic Activation

The sympathetic division can influence tissues and organs by releasing norepinephrine at peripheral synapses and distributing epinephrine and norepinephrine through the bloodstream. In times of crisis or stress, sympathetic activation occurs, which is regulated by sympathetic centers in the hypothalamus. As a result, sympathetic activation prepares the body for physical exertion, rapid ATP production, and heightened alertness, allowing individuals to respond effectively to challenging or...

Understanding Consciousness

Understanding Consciousness

Consciousness can be defined as the state of being aware of and able to think about one's existence, sensations, and surroundings. It encompasses two major components: awareness and arousal. Awareness pertains to the recognition of environmental stimuli and internal states. At the same time, arousal refers to the physiological readiness to engage with these stimuli, which varies significantly between states like sleep and wakefulness.
Sleep, a crucial state, is characterized by reduced physical...

Optimal Arousal Theory

Optimal Arousal Theory

The optimal arousal theory suggests that performance is maximized when an individual experiences a moderate level of arousal. This theory is closely tied to the Yerkes-Dodson law, which illustrates an inverted U-shaped relationship between arousal and performance. The law, formulated by psychologists Robert Yerkes and John Dodson, implies an ideal arousal level for optimal performance, and deviations from this level can lead to declines in effectiveness.
Inverted U-Shaped Performance Curve
The...

Cognitive Theories: Schachter-Singer Theory of Emotion

Cognitive Theories: Schachter-Singer Theory of Emotion

Stanley Schachter and Jerome Singer proposed the two-factor theory of emotion, which emphasizes the interplay between physiological arousal and cognitive labeling in forming emotional experiences. This theory suggests that emotions are not simply a result of physiological responses but rather a combination of these responses and the individual's cognitive interpretation of them.
Physiological Arousal and Cognitive Labeling
According to this theory, when an individual experiences physiological...

The Influence of Cognition on Affect

The Influence of Cognition on Affect

Cognition plays a pivotal role in shaping emotional experiences, as demonstrated by Schachter and Singer’s two-factor theory of emotion. According to this model, emotion arises from a combination of physiological arousal and cognitive interpretation. The body’s physiological response to stimuli is ambiguous and only gains emotional significance through cognitive labeling. For instance, an increased heart rate and adrenaline surge while standing near an attractive person may be interpreted as...

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by

Same author

Beyond transparency: The double-edged effects of animal husbandry and welfare information on consumer perceptions of meat.

Appetite·2026

Same author

Understanding How Consumers Categorise Health Related Claims on Foods: A Consumer-Derived Typology of Health-Related Claims.

Nutrients·2019

Same author

The Color Red Supports Avoidance Reactions to Unhealthy Food.

Experimental psychology·2015

Same author

Behavioural effects of directive cues on front-of-package nutrition information: the combination matters!

Public health nutrition·2013

Same author

Eat fit. Get big? How fitness cues influence food consumption volumes.

Appetite·2013

Search research articles

Related Experiment Video

Updated: Jul 14, 2026

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

Published on: July 24, 2017

Arousal and consumer in-store behavior.

Andrea Groeppel-Klein¹

¹Chair of International Marketing, Consumer Behavior, and Retailing at the European University Viadrina, Grosse Scharrnstrasse 59, 15230 Frankfurt, Oder, Germany. groeppel@euv-frankfurt-o.de

Brain Research Bulletin

|October 12, 2005

Summary

Phasic electrodermal reaction (EDR) offers a more valid and simultaneous measure of consumer arousal at the point-of-sale than traditional verbal scales. This psychophysiological approach overcomes limitations of self-reporting for understanding consumer behavior.

More Related Videos

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Published on: August 28, 2017

Measuring Engagement of Spectators of Social Digital Games

Measuring Engagement of Spectators of Social Digital Games

Published on: July 3, 2021

Related Experiment Videos

Last Updated: Jul 14, 2026

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

Published on: July 24, 2017

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Published on: August 28, 2017

Measuring Engagement of Spectators of Social Digital Games

Measuring Engagement of Spectators of Social Digital Games

Published on: July 3, 2021

Area of Science:

Psychophysiology
Consumer Behavior
Neuroscience

Background:

Arousal is a key behavioral feature, with store atmosphere theorized to evoke phasic arousal reactions in consumers.
Previous research predominantly used verbal scales to measure perceived arousal, but these methods have limitations.

Purpose of the Study:

To investigate the validity of electrodermal reaction (EDR) as a measure of psychophysiological arousal at the point-of-sale (POS).
To compare EDR with traditional verbal arousal measurement methods.

Main Methods:

Utilized phasic electrodermal reaction (EDR) as a psychophysiological indicator of arousal.
Employed telemetric online devices for simultaneous, real-time arousal measurement during free movement in a store environment.
Compared EDR data with self-reported arousal measures.

Main Results:

Electrodermal reaction (EDR) is presented as a more appropriate and valid indicator for measuring arousal compared to verbal scales.
EDR allows for simultaneous measurement of arousal during stimulus perception, unlike time-lagged self-reporting.
Telemetric devices enable unobtrusive, real-time physiological arousal measurement in naturalistic settings.

Conclusions:

Phasic electrodermal reaction (EDR) provides a superior method for measuring consumer arousal at the point-of-sale.
This psychophysiological approach overcomes the limitations of subjective verbal reports, offering more objective and immediate insights.
The study supports the use of EDR for deeper understanding of consumer responses to store environments.