Marketing Papers
Document Type
Technical Report
Date of this Version
6-2008
Publication Source
Journal of Consumer Research
Volume
35
Issue
1
Start Page
98
Last Page
118
DOI
10.1086/527340
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.
Copyright/Permission Statement
This is a pre-copyedited, author-produced PDF of an article accepted for publication in the Journal of Consumer Research following peer review. The version of record [Huang, Y. & Hutchinson, J.W. Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising. Journal of Consumer Research 35, no. 1: 98-118] is available online at: http://dx.doi.org/10.1086/527340.
Keywords
advertising, cognitive processes, memory
Recommended Citation
Huang, Y., & Hutchinson, J. W. (2008). Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising. Journal of Consumer Research, 35 (1), 98-118. http://dx.doi.org/10.1086/527340
Included in
Advertising and Promotion Management Commons, Cognition and Perception Commons, Cognitive Psychology Commons, Marketing Commons
Date Posted: 15 June 2018
This document has been peer reviewed.