What is physiological measurements?
A physiological approach to attitudes has gained adherents in recent years as researschers have recognized that attitudes have a motor or bodily component. Physiological measures can be useful in tapping feelings people are not aware they have, or which they might choose to disguise on a questionnaire. Useful as these devices are, they can unfortunately tap responses other than attitudes (e.g. the interest or perplexity of someone). Also, it doesn’t provide a sensitive indication of the directionality of feelings (pro versus con). It is also frequently impractical or expensive to use physiological techniques.