IMPULSE moment-by-moment test : an implicit measure of affective responses to audiovisual televised or digital advertisements
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 cont...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2020
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/145183 |
| _version_ | 1811693519990947840 |
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| author | Calvert, Gemma Anne Trufil, Geraldine Pathak, Abhishek Fulcher, Eamon Philip |
| author2 | Nanyang Business School |
| author_facet | Nanyang Business School Calvert, Gemma Anne Trufil, Geraldine Pathak, Abhishek Fulcher, Eamon Philip |
| author_sort | Calvert, Gemma Anne |
| collection | NTU |
| description | 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. |
| first_indexed | 2024-10-01T06:52:59Z |
| format | Journal Article |
| id | ntu-10356/145183 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T06:52:59Z |
| publishDate | 2020 |
| record_format | dspace |
| spelling | ntu-10356/1451832023-05-19T07:31:18Z IMPULSE moment-by-moment test : an implicit measure of affective responses to audiovisual televised or digital advertisements Calvert, Gemma Anne Trufil, Geraldine Pathak, Abhishek Fulcher, Eamon Philip Nanyang Business School Business::Advertising Advertising Audiovisual Content 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. Published version 2020-12-15T01:20:47Z 2020-12-15T01:20:47Z 2020 Journal Article 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 2076-328X https://hdl.handle.net/10356/145183 10.3390/bs10040073 32260524 4 10 en Behavioral Sciences © 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/). application/pdf |
| spellingShingle | Business::Advertising Advertising Audiovisual Content Calvert, Gemma Anne Trufil, Geraldine Pathak, Abhishek Fulcher, Eamon Philip IMPULSE moment-by-moment test : an implicit measure of affective responses to audiovisual televised or digital advertisements |
| title | IMPULSE moment-by-moment test : an implicit measure of affective responses to audiovisual televised or digital advertisements |
| title_full | IMPULSE moment-by-moment test : an implicit measure of affective responses to audiovisual televised or digital advertisements |
| title_fullStr | IMPULSE moment-by-moment test : an implicit measure of affective responses to audiovisual televised or digital advertisements |
| title_full_unstemmed | IMPULSE moment-by-moment test : an implicit measure of affective responses to audiovisual televised or digital advertisements |
| title_short | IMPULSE moment-by-moment test : an implicit measure of affective responses to audiovisual televised or digital advertisements |
| title_sort | impulse moment by moment test an implicit measure of affective responses to audiovisual televised or digital advertisements |
| topic | Business::Advertising Advertising Audiovisual Content |
| url | https://hdl.handle.net/10356/145183 |
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