Some record examples carried out by Sociograph are presented below. This tool collects data of the electrical skin resistance or EDA. For that reason, the scale is represented by Kiloohm. The data below is the result of exposing a group of people to different stimuli. Thereupon, the registers below correspond to the group data.
Two lines can be identified in each recorder: the red line (at the top) determines the levels of attention throughout the study, and the blue line (on the bottom) determines the emotional impacts during each concrete moment. It should also take into account that each of the deviations downward corresponds to the markers that indicate the end of a stimulus and the beginning of another one. For instance, in the following examples, markers indicate the moment in which an image ends and the following one appears.
In this first example, a sequence of neutral images of landscapes is presented and then an exercise to be solved by the group. As shown in graph 1, the attention line increases more in the solution to the problem in comparison with the previous level.
The emotion also causes a high peak in that moment. In that case, it is interesting to observe that we are quantifying something more than the attention and emotion, since that peak is the solution to the problem. We are recording data from a more complex cognitive process. As can be seen in graph 1, the data clearly show how the alert level of the group increases more and more.
In this case, we can also observe a sequence of neutral images, and then a very shocking and negative image (a bloody hand) appears. We can see how the attention and emotion significantly increase in that moment. Nevertheless, the relevant fact of this study is how later, after the projection of the hand, there is an increase of attention and emotion that does not correspond with the visualization of any another stimulus.
This increase was caused by expectations. It means that the group was expecting another shocking and negative image after the first one. It has also demonstrated people always expect a worse image after a previous appalling and unpleasant one.
Reaction vs Opinion
It should be pointed out that this example is a prolongation from the previous one. In other words, the example above and this one are the same experience.
In this case, a positive but shocking image (a naked woman) was presented after the sequences of neutral images. We noticed that the attention and emotion increased when the woman appeared; however, a later expectation answer was not expected as in the previous case.
Here, the relevant fact was to verify that in the questionnaires, which were passed after the session to the group (composed by women in this case), concluded that the stimulus that had left the greatest impression on them was the hand. Nevertheless, the data actually showed that the most shocking image was the naked woman.
This fact allows us to verify how often we lie in questionnaires, not only for social aspects (e.g out of shame or for the simple fact of not telling the truth), but also because, there are cognitive aspects of which we are not so even conscious and impossible to express.