"The fact that TV is a source not actively or critically attended to was made dramatically evident in the late 1960s by an experiment that rocked the world of political and product advertising and forever changed the ways in which the television medium would be used. The results of the experiment still reverberate through the industry long after its somewhat primitive methods have been perfected.
"In November 1969, a researcher named Herbert Krugman, who later became manager of public-opinion research at General Electric headquarters in Connecticut, decided to try to discover what goes on physiologically in the brain of a person watching TV. He elicited the co-operation of a twenty-two-year-old secretary and taped a single electrode to the back of her head. The wire from this electrode connected to a Grass Model 7 Polygraph, which in turn interfaced with a Honeywell 7600 computer and a CAT 400B computer.
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