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IMPULSE Moment-by-Moment Test: An Implicit Measure of Affective Responses to Audiovisual Televised or Digital Advertisements

Behavioral sciences, 2020-04, Vol.10 (4), p.73 [Peer Reviewed Journal]

2020. This work is licensed under http://creativecommons.org/licenses/by/3.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;2020 by the authors. 2020 ;ISSN: 2076-328X ;EISSN: 2076-328X ;DOI: 10.3390/bs10040073 ;PMID: 32260524

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  • Title:
    IMPULSE Moment-by-Moment Test: An Implicit Measure of Affective Responses to Audiovisual Televised or Digital Advertisements
  • Author: Calvert, Gemma Anne ; Trufil, Geraldine ; Pathak, Abhishek ; Fulcher, Eamon Philip
  • Subjects: advertising ; Advertising campaigns ; advertising effectiveness ; audiovisual content ; Decision making ; Emotions ; implicit measure ; implicit reaction time ; Listening ; Methods ; neuromarketing ; Physiology ; Television advertising
  • Is Part Of: Behavioral sciences, 2020-04, Vol.10 (4), p.73
  • Description: IMPULSE is a novel method for detecting affective responses to dynamic audiovisual content. It is an implicit reaction time test that is carried out while an audiovisual clip (e.g., a television commercial) plays in the background and measures feelings that are congruent or incongruent with the content of the clip. The results of three experiments illustrate the following four advantages of IMPULSE over self-reported and biometric methods: (1) being less susceptible to typical confounds associated with explicit measures, (2) being easier to measure deep-seated and often nonconscious emotions, (3) being better able to detect a broad range of emotions and feelings, and (4) being more efficient to implement as an online method.
  • Publisher: Switzerland: MDPI AG
  • Language: English
  • Identifier: ISSN: 2076-328X
    EISSN: 2076-328X
    DOI: 10.3390/bs10040073
    PMID: 32260524
  • Source: ProQuest One Psychology
    TestCollectionTL3OpenAccess
    PubMed Central
    ROAD: Directory of Open Access Scholarly Resources
    ProQuest Central
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