Marketing to the senses: Music gets under your skin

This article outlines how skin conductance responses (SCR) - a neuroscience method - tests emotional response to music in advertising, helping to predict business success.

Marketing to the senses: Music gets under your skin

Les Binet, Daniel Müllensiefen and Gawain Morrisonadam&eveDDB, Goldsmiths, University of London and Sensum

Biometric testing, such as skin conductance response, is proving to be a reliable and accurate...

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