IMPULSE moment-by-moment test: An implicit measure of affective responses to audiovisual televised or digital advertisements

Gemma A. Calvert (Lead / Corresponding author), Geraldine Trufil, Abhishek Pathak, Eamon Philip Fulcher (Lead / Corresponding author)

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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 languageEnglish
Article number73
Pages (from-to)1-14
Number of pages14
JournalBehavioral Sciences
Volume10
Issue number4
Early online date5 Apr 2020
DOIs
Publication statusPublished - 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

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