Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising
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..
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 35 (2008)
Issue (Month): 1 (01)
|Contact details of provider:|| |
When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:35:y:2008:i:1:p:98-118. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press)
If references are entirely missing, you can add them using this form.