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SubmittedOpen Access (License Unspecified), Open
Journal article
Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising
The Journal of consumer research, v 35(1)
01 Jun 2008
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Our research explores new implicit measures of cognitive responses to advertisements that focus on detecting the effects of specific thoughts. We first demonstrate that consumers’ thoughts about persuasive messages can be assessed by both a thought recognition task and a belief verification task. We also show that performance on these tasks (i.e., jointly observed responses, reaction times, and confidence ratings) can be modeled as Poisson counting processes. Finally, we illustrate the effectiveness of these new measures in predicting consumers’ product attitudes and that these measures can outperform traditional thought listing when people are unwilling or unable to report certain thoughts.
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Details
- Title
- Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising
- Creators
- Yanliu HuangJ. Wesley Hutchinson
- Publication Details
- The Journal of consumer research, v 35(1)
- Publisher
- The University of Chicago Press
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000256088600009
- Scopus ID
- 2-s2.0-53549131234
- Other Identifier
- 991020545121204721
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- Web of Science research areas
- Business