There is evidence to indicate that galvanic skin response is a valid indicator of the amount of warmth generated by an advertisement.

Question

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Several studies have found a significant correlation between galvanic skin response (GSR) and emotional arousal or engagement with advertisements, which in turn can be an indicator of the amount of warmth or positive affect generated by them. GSR is a measure of changes in electrical conductance of the skin, which can reflect changes in sweat gland activity that are associated with emotional arousal. While there may be some limitations or variations in the validity and reliability of GSR as a measure of emotional response, it appears to have moderate to strong convergent and discriminant validity with other physiological and self-report measures of emotional reactions.

There Is Evidence to Indicate That Galvanic Skin Response Is