sentences:  In the 1970s, researchers sought to measure these non-verbal measures biologically by tracking brain wave activities as respondents watched commercials (Krugman).Others experimented with galvanic skin response, voice pitch analysis, and eye-tracking (Young, p. 22).These efforts were not popularly adopted, in part because of the limitations of the technology as well as the poor cost-effectiveness of what was widely perceived as academic, not actionable research.