Making Physiology Happen


Startle Effect and Brand Perceptions

Your Eyes Don’t Deceive

In this lab, students will quantify an individual’s attitude towards particular brand names by measuring the startle reflex using oculography.

The startle reflex is a defensive response, or reflex reaction, to sudden stimuli. The response technique has been used to test for certain psychological disorders and can also be used to gauge an individual’s attitude towards certain brands as demonstrated in this teaching lab.

This lab is easy to perform and fun for students – and another reason why 74 of the U.S. News and World Report top 100 colleges and universities use iWorx  lab equipment.

View the complete lab procedure.

Other labs that can be done with the BMK-TA

More Information
on the Behavioral Marketing Teaching Kit


The BMK-TA Behavioral Marketing Kit lets you perform 15 additional psychological physiology labs.

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