ABSTRACT
In 1960, Hess and Polt 1 reported finding a relationship between pupil dilation and the interest value of visual stimuli. Since then, over seventy studies utilizing measurement of changes in pupil diameter have been conducted by Marplan personnel on problems involving the evaluation of advertising materials, packages and products. These studies have led to a growing conviction that in many areas of human behavior one might make better predictions of behavior from pupil responses than from verbal or opinion data. The purpose of this report is to provide a brief review of the concepts involved, method of measurement, measurement goals, problems of data collection, two recently completed validation studies, and some objectives for the future.
