The psychogalvanometric method for measuring the effectiveness of advertising

Abstract

The total log conductance change during exposure to a series of advertisements was measured to judge the effectiveness of advertising, using volume of sales induced as a criterion. The sales effectiveness of ad A was 2.1 times as great as the other ads in the pancake series, and the galvanic responses for ad A were "better" at the 7% level of significance. The baby food and flour ads yielded no significant differences between sales effectiveness or galvanic responses. The technique gives promise as an objective evaluation of ads and advertising appeals. (PsycInfo Database Record (c) 2025 APA, all rights reserved)