basal skin resistance (bsr)
Definition:
The norm from which changes in emotional response to stimuli such as advertising messages are recorded by means of a PSYCHO-GALVANOMETER.
Cross-References:
[psychogalvanometer]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].