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Fabio Babiloni gave once more an interesting talk regarding the assessment of PSAs using the analysis of neurophysiologic signals. They collected EEG, heart rate (HR) and galvanic skin response (GSR) signals, behavioral measures and eye-tracking to assess the PSAs' effectiveness...so what's the key-factor that makes a PSA effective?? The most effective/awarded video cause negative emotions. So the shock is the solution!