Physiological Measures Suffer from Some Drawbacks

Physiological measures suffer from some drawbacks. Which of the following is one of these?

A) While we may be able to detect a physiological response to and advertisement, there is no way to determine whether the response is to the ad or the brand, or which part of the advertisement was responsible for the response.
B) Due to the artificial laboratory aspects of the test they lack reliability.
C) They can only be used to understand television advertising.
D) Only negative reactions, not positive reactions can be captured.

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