Abstract
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.
Original language | English |
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Article number | 73 |
Pages (from-to) | 1-14 |
Number of pages | 14 |
Journal | Behavioral Sciences |
Volume | 10 |
Issue number | 4 |
Early online date | 5 Apr 2020 |
DOIs | |
Publication status | Published - 5 Apr 2020 |
Keywords
- advertising
- audiovisual content
- implicit measure
- advertising effectiveness
- implicit reaction time
- neuromarketing
- YouTube
- online experiments
- Implicit reaction time
- Online experiments
- Audiovisual content
- Implicit measure
- Advertising effectiveness
- Neuromarketing
- Advertising
ASJC Scopus subject areas
- General Psychology
- Development
- Genetics
- Ecology, Evolution, Behavior and Systematics
- Behavioral Neuroscience