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Galvanic Skin Response

Also known as: EDA, Electrodermal Activity, GSR, SCR, Skin Conductance Response, electrodermal activity

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Facts (18)

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Neuro-insights: a systematic review of neuromarketing perspectives ... frontiersin.org Frontiers 18 facts
referenceZamith et al. (2025) utilized galvanic skin response (GSR) and eye-tracking (ET) to measure advertisement effectiveness.
claimGalvanic Skin Response (GSR), also known as Electrodermal Activity (EDA) or Skin Conductance Response (SCR), originates from the autonomic activation of sweat glands in the skin, which is triggered by emotional stimulation.
claimGalvanic skin response (GSR) and heart rate variability (HRV) provide indicators of physiological arousal and emotional intensity.
referenceGarczarek-Bak et al. (2021) utilized electroencephalography (EEG), electrodermal activity (EDA), and eye-tracking (ET) to predict brand choice.
measurementGalvanic Skin Response (GSR) reflects variations in the electrical characteristics of the skin.
claimLyulyov, O., Pimonenko, T., Infante-Moro, A., and Kwilinski, A. (2024) studied the perception of artificial intelligence using Galvanic Skin Response (GSR) analysis and face detection, published in Virtual Economics.
referenceRúa-Hidalgo et al. (2021) utilized facial expression analysis (FAC), galvanic skin response (GSR), and eye-tracking (ET) to study social media marketing.
referenceÜlker et al. (2025) utilized galvanic skin response (GSR) and photoplethysmography (PPG) to study virtual reality in retail shopping.
referenceMengual-Recuerda et al. (2021) utilized electroencephalography (EEG) and galvanic skin response (GSR) to study hospitality and gastronomy in tourism.
claimWhile Galvanic Skin Response (GSR) is an effective measure for tracking emotional arousal, it cannot reveal emotional valence (the quality of the emotion), necessitating the use of complementary biometric sensors.
referenceHerrando et al. (2022) utilized galvanic skin response (GSR) and electroencephalography (EEG) to study online customer reviews.
referenceHamelin et al. (2020) utilized eye-tracking (ET), facial expression analysis, and galvanic skin response (GSR) to study storytelling and pro-environment attitude change.
referenceFondevila i Gascón et al. (2020) and Pozharliev et al. (2022a,b) utilized electrodermal activity (EDA), eye-tracking (ET), and electroencephalography (EEG) to study influencer marketing.
referenceBaldo et al. (2022) report that advertisement effectiveness is measured using Heart Rate (HR), Galvanic Skin Response (GSR), and Electroencephalography (EEG).
referenceXu et al. (2023) utilized electroencephalography (EEG) and galvanic skin response (GSR) to study brand personality.
referenceMarques et al. (2025) report that advertisement preference is measured using Electrodermal Activity (EDA) and Facial Expression Analysis (FEA).
claimMarques, J. A. L., Neto, A. C., Silva, S. C., and Bigne, E. (2025) leveraged a machine learning approach for Electrodermal Activity (EDA) and Facial Expression Analysis (FEA) neurophysiological metrics to predict consumer ad preferences, published in Psychology & Marketing.
claimMarketing and consumer research increasingly utilize non-neurometric techniques, including Eye Tracking, Galvanic Skin Response, Facial Action Coding, facial EMG, Heart Rate, and Infrared Thermography, to understand consumer decision-making processes.