Machines still can't think, but now they can validate your feelings, based on new research from New Jersey Institute of Technology Assistant Professor Jorge Fresneda.
Currently, most marketing research relies on people self-reporting their responses to anything from sale prices to dramatic videos. Fresneda found that if you add electroencephalograms (EEG) probes, which detect brain waves, and galvanic skin response (GSR) sensors, which measure electrical conductance, then you can predict people's feelings about marketing stimuli with greater accuracy than their own self-reporting.
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