“…Several methods of measuring such autonomic responses are available and used in the literature, such as: fMRI (Akdeniz, 2017); electroencephalography/EEG (Gao, Wang, & Zhang, 2016); magnetoencephalography/MEG (Haumann, Parkkonen, Kliuchko, Vuust, & Brattico, 2016); positron emission tomography (PET); eye‐tracking and pupil dilatation (Zhang, Liu, Yuan, & Lin, 2017); electrodermal activity (Guerreiro et al, 2015)); electrocardiography; electromyography (Walla, Brenner, & Koller, 2011); analysis of blush, blinking, breathing or heartbeat (Camerer, Loewenstein, & Prelec, 2004; Fisher, Chin, & Klitzman, 2010). For this research, arousal was measured through electrodermal response (EDA) and its valence was measured by using the SAM (Bradley & Lang, 1994).…”