an interdisciplinary field at the intersection of marketing and cognitive neurosciences that uses neurophysiological data to study consumer behavior by means of instrumental methods and technologies employed in the brain sciences. For example, an eye tracker, by registering eye movements and tracking gaze coordinates, is used to investigate respondents’ attention and interest. High-resolution cameras help analyze facial micro-movements to determine emotions (surprise, fear, irritation, joy, and other emotions). A polygraph is used in psychophysiological research to record parameters of respiration, cardiovascular activity, and electrical skin resistance and is used to assess emotional engagement and determine the valence of the experience.