positive characteristics must be paired with electrodermal activity measurements to define arousal as emotion. Other measures must be used to understand the valence of the arousal. Arousal can also be high in terms of high-negativity and, conversely, highpositivity (Knufinke, 2012). Between participants, all physiological responses are universal. Similar and hard to mask, reactions occur when someone is aroused, all measurable through physiological devices. Direct measures of exterior motor skills in human behavior do not elicit the same, accurate responses across all participants. An example of the comparison can be understood when recording the activity of a person reading a book. Motor skills across participants can vary while physiological measures will accurately and sensitively detect changes in activation, or arousal (Kroeber-riel, 1979). EDA is a useful tool because it detects interest in items that people would not admit publicly. La Barbera summarizes this reasoning by providing the example that EDA is private (and more truthful), while a verbal response is public (being more influenced). EDA should be viewed as a useful aid to help consumers express their cognitive arousal (LaBarbera & Tucciarone, 1995). EDA is considered to be valid with its high sensitivity, responsive to very small levels of variation (Groeppel-Klein, 2005). Emotions, specifically in the purchasing process, can be defined as a state of physiological arousal with added definitive cognitive aspects dependent on the viewed context (Consoli, 2009). Higher arousal leads to higher recall for a consumer (Kroeber-riel, 1979). Traditionally, research has revealed that EDA scores and consumer self-report measures contradict. It has also been found that EDA scores can be easily correlated to future marketplace performance. Therefore EDA can
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