IMPULSE Moment-by-Moment Test: An Implicit Measure of Affective Responses to Audiovisual Televised or Digital Advertisements
Volume: 10, Issue: 4, Pages: 73 - 73
Published: Apr 5, 2020
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)...
Paper Details
Title
IMPULSE Moment-by-Moment Test: An Implicit Measure of Affective Responses to Audiovisual Televised or Digital Advertisements
Published Date
Apr 5, 2020
Volume
10
Issue
4
Pages
73 - 73
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