Making Physiology Happen


Lie Detector Test for Consumer Research

Valuable consumer preference information can be uncovered by measuring the emotional and cognitive response of participants when they are shown specific stimuli, such as ads, slogans and product features.

In this lab, we use the lie detector test, or polygraph, to measure an individual’s emotional reaction. The polygraph is actually a multi-function chart recorder that measures Galvanic Skin Response (GSR), heart rate, blood pressure, and respiration rate. These four responses are sensitive to stimulus novelty, intensity, emotionality, and significance. Students will use measurements of skin conductance to analyze psychological physiological responses.

Download the Lab (.pdf)

See other popular psychological physiology and behavioral research labs from iWorx

Brand Recognition

Facial Electromyograms (EMG) and Emotion

Skin Temperature, Stress, Calming and Embarrassment

Personality and Vagal Tone

The Stroop Effect

View more labs and information on Behavioral Marketing Research



BMK-TA Behavioral Marketing Kit


  • Quick set-up
  • Integrated pre-calibrated sensors
  • Built-in high voltage stimulator
  • Unique iWire plug and play sensors
  • Easy-to-use software
  • and, more innovative teaching labs

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