The biometric bracelets, produced by a Massachusetts startup company, Affectiva Inc, send a small current across the skin and then measure subtle changes in electrical charges as the sympathetic nervous system responds to stimuli. The wireless devices have been used in pilot tests to gauge consumers’ emotional response to advertising.
“In high school biology I didn’t learn a thing all year, but boy was I stimulated. The girl who sat next to me was gorgeous. Just gorgeous,” said Arthur Goldstein, a veteran English teacher in New York City who has long been critical of Gates-funded education reform.