Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/145183
Title: IMPULSE moment-by-moment test : an implicit measure of affective responses to audiovisual televised or digital advertisements
Authors: Calvert, Gemma Anne
Trufil, Geraldine
Pathak, Abhishek
Fulcher, Eamon Philip
Keywords: Business::Advertising
Issue Date: 2020
Source: Calvert, G. A., Trufil, G., Pathak, A., & Fulcher, E. P. (2020). IMPULSE moment-by-moment test : an implicit measure of affective responses to audiovisual televised or digital advertisements. Behavioral Sciences, 10(4), 73-. doi:10.3390/bs10040073
Journal: Behavioral Sciences
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.
URI: https://hdl.handle.net/10356/145183
ISSN: 2076-328X
DOI: 10.3390/bs10040073
Rights: © 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution(CC BY) license (http://creativecommons.org/licenses/by/4.0/).
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:NBS Journal Articles

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