the advertisement. There are many projective techniques including word association, sentence completion and story completion. These techniques assume that when exposed to incomplete stimuli, respondents use underlying attitudes or motivations to complete the storyline, thereby revealing their fears and aspirations that may not surface under more direct questioning. Projective techniques have been found to be very useful for evaluating concepts and generating new concepts. Physiological measures For decades, researchers have been using physiological measures to study such responses to advertising. These measures include such things as pupil response, electrode mal response (GSR) and heart rate. These measures have been shown to be effective measures of attention and the strength of emotional response. With the rise of consumer neuroscience, researchers have begun to use a much wider range of measures to investigate cognitive responses as well as emotional responses. Some of the techniques used to measure consumer responses to advertising stimuli include: Pupil dilation The amount of pupil dilation (also known as pupillometry) is believed to provide a relatively precise measure of the amount of mental effort associated with a task. Pupil dilation tests became a staple of advertising copy testing during the 1970s as a way to test consumers' responses to television commercials. Pupil dilation suggests a stronger interest in the stimuli and can be associated with arousal and action. Pupil dilation is not only used to study advertising, but also used to investigate product and package design. Eye tracking While viewing an advertisement, a sensor aims a beam of infrared light at the eye and follows the movement to show the spot on which the viewer is focusing. This shows the length of time the viewer focuses on each element of the image and the general sequence used to interpret the image. Eye tracking is often used to fine tune advertising executions. Research studies suggest that eye tracking is associated with brand recognition, but less useful for brand recall. Galvanic skin response (GSR) Galvanic skin response uses a device, called a galvanometer, which is very similar to a lie detector, designed to measure minute amounts of skin perspiration and electrical activity in the skin. Changes in skin response are associated with arousal and are an indicator of the advertisement's ability to capture attention. Electroencephalograph (EEG) An electroencephalograph (EEG) is a device that measures changes in brain-wave activity. EEG testing can detect emotional arousal which is difficult to detect using