Neuropolitics: Where campaigns try to read your mind 11 years ago
If only everyone knew how far off they were from reading anyone's mind though...these measures are indeed objective, but interpreting them still requires leaps of faith. If someone's heart rate drops during one of these sessions is it because they are bored, or relaxed? Their skin conductance, the things you see on their fingers, will be low in both of these situations. Good luck with the EEG - the best statistical algorithms in the world still can't to distinguish boredom from relaxation. Snake oil, dammit!...but phone me in as a private consultant for $1000 an hour and I might change my mind.