1. Express your feelings on whether you would volunteer as a respondent to this kind of research. In the constant quest to determine the effectiveness of advertising, marketers have tu rned to MRI machines and heart rate monito rs along with changes in the skin and fac ial muscles to examine physiolog ical res ponses to advertising messages. The use of neu rosciences via an electroencephalog raphy (EEG) machine to test comme rcials is now both an effective and an efficient option for many advertisers . The methodology places a headset with electrode sensors on people and records their b rain waves every two milliseconds while they are watching video messages. Resulting data output indicates at which point in the ad the bra in is most active. Measurement involves attention, cognitive responses, emotiona l responses, and encoding to memo ry that indicates the development of branded communication effects. Brainsig hts of Toronto and Neurometrics of Montreal are two market research firms s pecializing in the application of this technology that provides guidance to marketers looking to adjust their ads.