The GSR signal, represented in the figure above, is very simple to record as it is sufficient to apply two electrodes on the non-dominant hand of the experimental subject, on the index and middle fingers. How is the Galvanic Skin Response (GSR) recorded? GSR therefore plays a crucial role in Neuromarketing if the goal is to monitor the intensity of emotions (arousal) and not the direction (valence). The investigation of the GSR, on the other hand, cannot in any way help to identify differences between positive emotions (positive valence) and negative emotions (negative valence).

Images used for the study of emotions in a research that involved the use of GSR sensors Can we discriminate emotions through the study of skin conductance? ДЄbsolutely yes, but an important distinction must be made: GSR can only help the expert to discriminate high arousal emotions from low arousal emotions. For this reason, skin conductance is an indirect measure of emotional arousal. This increase in activity in the sweat glands in turn generates an increase in skin conductance. When we are very emotionally involved and we are therefore in a state of emotional arousal, our sympathetic nervous system (part of the autonomic nervous system) increases the activity of the sweat glands. What is the association between the galvanic skin response (GSR) and emotions?

In general, GSR is defined as the property of the human body that generates continuous variation in the electrical characteristics of the skin. Other names commonly used to refer to the galvanic response of the skin (GSR) are: electrodermal activity (EDA) and skin conductance (SC).

What is galvanic skin response