Category Archives: Psychophysiological Measurement

Brain marker for angry dreams

People with greater frontal alpha asymmetry are less able to regulate strong, emotional, affective states, such as anger, in their dreams. Researchers have identified a pattern of brain activity that predicts anger experienced during dreaming, according to a new study of healthy adults published in Journal of Neuroscience. Source: Sikka, P et. al., 2019, Journal of Neuroscience

Gaze bias

In research using eye tracking, it was found that gaze was a good indication of subsequent choice. The research suggests that orienting and preference for objects in general are intrinsically linked in a positive feedback loop leading to the conscious choice. Shimojo, S., Simion, C., Shimojo, E., & Scheier, C. (2003). Gaze bias both reflects and influences preference. Nature Neuroscience, 6(12), 1317–1322.

Marketing Lessons from Eye-Tracking Studies

Eye-tracking software and heat maps can reveal some startling insights into increasing conversions (and avoiding sales killers) on both websites and print media that can be of benefit to marketers. Read about 7 marketing lessons that were confirmed by eye tracking studies on Neil Patel’s blog. Read more.


Galvanic skin response or GSR allows the researcher to tap into unconscious behaviour. With GSR, it is possible to access and measure involuntary unconscious behavior. This makes GSR highly suitable for exploring emotional arousal that is not censored through language, culture and rational thought. Source: IMotions. (2017). GSR Pocket Guide. iMotions.


Emotions such as heightened arousal can make pupils dilate. Belladonna (or deadly  nightshade) was once used by women to dilate their pupils, thus making them seemingly more attractive. Source: Wade, N. J. & Swanston, M. T. (2013), Visual Perception. An Introduction. 3rd edition, London, Taylor and Francis Group.