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Open AccessArticle

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

1
Nanyang Business School, Nanyang Technological University, 50 Nanyang Avenue, Singapore 639798, Singapore
2
Split Second Research Ltd., London E1 8FA, UK
3
School of Business, University of Dundee, Dundee DD1 4HN, UK
*
Author to whom correspondence should be addressed.
Behav. Sci. 2020, 10(4), 73; https://doi.org/10.3390/bs10040073
Received: 20 March 2020 / Revised: 1 April 2020 / Accepted: 1 April 2020 / Published: 5 April 2020
(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)
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. View Full-Text
Keywords: advertising; audiovisual content; implicit measure; advertising effectiveness; implicit reaction time; neuromarketing; YouTube; online experiments advertising; audiovisual content; implicit measure; advertising effectiveness; implicit reaction time; neuromarketing; YouTube; online experiments
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Calvert, G.A.; Trufil, G.; Pathak, A.; Fulcher, E.P. IMPULSE Moment-by-Moment Test: An Implicit Measure of Affective Responses to Audiovisual Televised or Digital Advertisements. Behav. Sci. 2020, 10, 73.

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