A startle response is elicited by an intense stimulus with a sudden or abrupt onset such as the slamming of a door. The function of the startle response is to interrupt or disengage an organism from ongoing activity. The human startle response involves both somatic and cardiovascular components, seen in the form of a reflexive eye-blink or a whole-body jerk.
One method that is used in startle research involves the presentation of a weak, non-startling stimulus a brief time before the startle-eliciting stimulus. The weaker stimulus is called a prepulse or lead stimulus. Generally, this stimulus does not elicit a startle response. However, it can inhibit the response to a startle-eliciting stimulus, known as the prepulse inhibition of a startle effect (PPI).
Simple, portable, accurate, wireless This complete system provides acquisition and analysis of high fidelity wireless EEG plus ECG with the B-Alert X10 headset and sensor strips (1 small, 1 medium), plus AcqKnowledge software with powerful analysis tools, including automated scoring and reporting options, and B-Alert Cognitive State analysis software. The B-Alert X10 mobile-wireless EEG system delivers real-time measurements for a […]
Hardware and software packages from BIOPAC allow commercial consumer marketing teams to easily combine precise eye tracking data with physiological data recording. Here are a few notable studies recording physiology with eye tracking data: Predicting Advertising Success: While neurophysiological methods have become increasingly popular to better understand marketing phenomena among academics and practitioners, the success of […]
BIOPAC ECG solutions have been used in several research studies, including many that pertain to consumer behavior or neuromarketing. We have collected a few notable articles recording ECG in consumer research: Impact of Malevolent Business Practices: With information on potentially suspect business practices more widely available than ever, it is important to understand what this […]