TITLE

Increasing Cognitive Response Sensitivity

AUTHOR(S)
Wansink, Brian; Ray, Michael L.; Batra, Rajeev
PUB. DATE
June 1994
SOURCE
Journal of Advertising;Jun94, Vol. 23 Issue 2, p65
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Traditional cognitive response elicitation procedures may not be sensitive enough to elicit the stylized and subtle thoughts that are generated during exposure to certain types of ads. When these types of thoughts are the focus of an advertising researcher's work, it is critical that he or she develop a procedure that has the sensitivity to draw them forth without being reactive. A laboratory study examines two different procedures to do this: pre-exposure exercises and directed post-exposure instructions. The results suggest that each procedure raises measurement sensitivity, but that there is no advantage in combining them. General guidelines are then presented for developing stylized cognitive response elicitation procedures.
ACCESSION #
9408152596

 

Related Articles

  • The Function of Advertising And Its Measurements. Politz, Alfred // Journal of Advertising;1975, Vol. 4 Issue 2, p10 

    Sales success or failure does not prove success or failure of advertising. If we regard advertising as the cause of certain psychological effects, then these psychological effects have to be the objective of advertising measurement. Thus, predictive measurement of copy effect would have to...

  • Other-Speak: Classical Allegory and Contemporary Advertising. Stern, Barbara B. // Journal of Advertising;1990, Vol. 19 Issue 3, p14 

    Literary concepts from genre studies of classical allegory are adapted to analysis of advertising formats. Two classical forms-reification and typology-are discussed, and their importance for advertising summarized. Four basic allegorical elements are described to distinguish the forms, and two...

  • When Persuasion Goes Undetected: The Case of Comparative Advertising. Rose, Randall L.; Miniard, Paul W.; Barone, Michael J.; Manning, Kenneth C.; Till, Brian D. // Journal of Marketing Research (JMR);Aug1993, Vol. 30 Issue 3, p315 

    Why does the weight of current empirical evidence indicate little difference in the persuasiveness of comparative and noncomparative advertising? One explanation explored in this research is that the measures commonly used for assessing the persuasive impact of comparative advertising are...

  • Testing the Inverse Ad Size-Selective Exposure Hypothesis: Clarifying Bogart. Silk, Alvin J. // Journal of Marketing Research (JMR);May73, Vol. 10 Issue 2, p221 

    The article presents the author's response to a commentary on his article "Advertisement Size and the Relationship Between Product Usage and Advertising Exposure." The author claims that the criticism of his article is invalid. He explains that there is no compelling reason to reject the...

  • Resistance to Persuasion: Inoculation Theory in a Marketing Context. Szybillo, George J.; Heslin, Richard // Journal of Marketing Research (JMR);Nov73, Vol. 10 Issue 4, p396 

    Inoculation techniques from social psychological theory were applied to a controversial issue in a marketing context. Experimental factors were type of defense, time interval between defense and attack, and credibility of the attacker. In general, predictions from inoculation theory were...

  • Processing and Retrieval of Inferences and Descriptive Advertising Information: The Effects of Message Elaboration. Gardial, Sarah Fisher; Schumann, David W.; Petkus Jr., Ed; Smith, Russell // Journal of Advertising;Mar93, Vol. 22 Issue 1, p25 

    Two issues make advertising effectiveness difficult to assess: (1) advertising effects occur both during ad processing and when ad information is retrieved, and (2) the information that consumers derive from advertisements is likely to be some combination of explicit information and inferences....

  • Does Retrospective Thought Measurement Influence Subsequent Measures of Cognitive Structure in an Advertising Context? Hastak, Manoj // Journal of Advertising;1990, Vol. 19 Issue 3, p3 

    This study examined the effects of taking thought measurements immediately after ad exposure on several aspects of post-exposure cognitive structure about the advertised brand. The results suggest that thought measurement influences subsequent measures of confidence in belief, attitude, and...

  • Research Notes: The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising. Zaichkowsky, Judith Lynne // Journal of Advertising;Dec94, Vol. 23 Issue 4, p59 

    The conceptualization of the Personal Involvement Inventory was a context-free measure applicable to involvement with products, with advertisements, and with purchase situations. The empirical work to develop this measure was mainly validated with respect to product categories. This paper...

  • The Effect of Salesman Similarity and Expertise on Consumer Purchasing Behavior. Woodside, Arch G.; Davenport Jr., J. William // Journal of Marketing Research (JMR);May74, Vol. 11 Issue 2, p198 

    The article discusses research pertaining to the effect of salesman similarity and expertise on the purchasing behavior of consumers. The study compares the selling efficacy of a paint salesman perceived as similar but inexperienced against the same salesman perceived as dissimilar but...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics