Consumer Research – Introducing Startle Reflex Modulation

Over the last two decades, scholars in information systems and consumer research have started to successfully apply methods from neuroscience to research questions on emotional aspects related to IS or consumption behavior. However, there is still a lack of understanding regarding which particular facets of emotion can actually be measured by the various neuroscientific techniques. Especially when it comes to their ability to measure underlying affective information processing, some neuroscientific methods are more suitable than others. We discuss startle reflex modulation as one possibility for validly measuring the valence of affective information processing. The biologically deep-rooted startle reflex (eye-blink as a response to, e.g., an acoustic startle probe) is a valid measure of affective information processing, which is the basis of all emotions. We review three examples of startle reflex modulation having been successfully applied in the context of IS and consumer neuroscience and propose directions for further research.