Neuro Measures Used by the Eight Neuro 1 Vendors
| Measure | Vendor # | |
|---|---|---|
| EEG | Electroencephalogram (EEG) electrodes record very faint electrical signals on the surface of the scalp, often sampling faster than the speed of thought, 3/10ths of a second (Polich and Criado, 2006). | 1, 2, 3, 8 |
| fMRI | Functional magnetic resonance imaging (fMRI) detects greater blood flow associated with increased neural activity (brain cell metabolism) via the BOLD (blood-oxygen-level-dependence) signal (Weber, Mangus, and Huskey, 2015). | 4 |
| Facial Coding | Second-by-second ratings of the amount of activity in “action units” of the face (e.g., the brows and the cheeks) to derive measures of positive and negative emotion, and identify basic emotions such as happiness or fear (Ekman, Friesen, and Ancoli, 1980). | 5 |
| EMG | Facial electromyography (EMG) uses electrodes attached to the skin to detect invisible activity in facial expression muscles (Cacioppo, Petty, Losch, and Kim, 1986). | 6 |
| Biometrics | A suite of measures of the body's response to a stimulus, including skin conductance and heart rate (Potter and Bolls, 2012), motion (posture) changes (Dael, Mortillaro, and Scherer, 2012), and respiration (Ritz, Ayala, Rosemore, and Meuret, 2010). | 3, 7 |