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Galvanic Skin Response (GSR) Definition

A change in the electrical resistance of the skin that is a physiochemical response to an emotional change.

Galvanic skin response, or GSR, is a change in the electrical resistance of the skin that is a physicochemical – emotional or psychological – response to an emotional stimulus. In marketing research, this physiological measurement gauges the emotional arousal and engagement of individuals when exposed to various marketing stimuli like advertisements, product designs or consumer experiences. The assessment assists researchers in understanding the subconscious emotional reactions of consumers by bypassing conscious biases and socially desirable responses. With insights of how customers respond to particular marketing strategies, marketing professionals and businesses can create connections that resonate with their target audience, thus improving brand perception and sales performance.

Who relies on galvanic skin response (GSR)?

Marketing researchers, advertisers, businesses and consumer behavior analysts turn to galvanic skin response to create impactful marketing campaigns, improve product designs and optimize consumer experiences. GSR can deliver insights into the emotional responses of target audiences.

Why should I care about galvanic skin response (GSR)?

Galvanic skin response offers insights into emotional reactions that consumers might not express verbally. This objective measurement can uncover authentic reactions to marketing stimuli, guiding the creation of compelling content and experiences. That knowledge helps marketing professionals and businesses create marketing efforts to draw out the desired emotional responses. This can lead to effective campaigns and better consumer engagement.