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Black Friday is one of the most exciting days for consumers in the United States. With the holidays right around the corner, significant deals and price cuts incentivize people to do bulk gift shopping. But is price the only factor influencing shoppers to dedicate hours waiting in line for a product?

In a neurophysiology study by Alexander et al., researchers found that participants who received a coupon while shopping online had a significant increase in oxytocin and a decrease in cortisol. A BIOPAC research system was used to gather ECG, respiration, and skin conductance data while the participants browsed a commerce website.

Another article by Ha-Brookshire and Bhaduri measured ECG response to stimuli that tested consumers’ perceived trust of businesses. The BIOPAC MP36R was used to record participants’ heart rates while they read negative reviews of an apparel business. The results found lower heart rate and less trust were correlated with the less favorable comments.

Conversely, a consumer research study by Langner et al. found that consumers’ love of brands is similar to their love of friends. Signals measured included EDA, EMG, ECG, and BPV, and were recorded by BIOPAC MP160/MP150 hardware to measure arousal levels while participants viewed different brand and interpersonal stimuli.

BIOPAC offers a variety of equipment that can be used in studies similar to the ones presented. To find more information on solutions for recording and analyzing signals such as EEG, EMG, respiration, skin conductance using the MP160/MP150, MP36, and other platforms, you can visit the individual application pages on the BIOPAC website. If you are interested in reading other related studies, visit the publications page on the BIOPAC website.

BIOPAC Systems, Inc. provides life science researchers and educators with data acquisition and analysis systems that inspire people and enable greater discovery about life. Visit us at

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