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Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising

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  • Yanliu Huang
  • J. Wesley Hutchinson
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    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. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 35 (2008)
    Issue (Month): 1 (01)
    Pages: 98-118

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    Handle: RePEc:ucp:jconrs:v:35:y:2008:i:1:p:98-118

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Thomas Otter & Joe Johnson & Jörg Rieskamp & Greg Allenby & Jeff Brazell & Adele Diederich & J. Hutchinson & Steven MacEachern & Shiling Ruan & Jim Townsend, 2008. "Sequential sampling models of choice: Some recent advances," Marketing Letters, Springer, vol. 19(3), pages 255-267, December.

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