“Despite their success in predicting attitudes, thought-listing techniques are suspect because thought-listing relies on intentional retrieval from memory to report internal cognitive processing, and this intentional retrieval has the potential to introduce bias,” write Yanliu Huang and J. Wesley Hutchinson (University of Pennsylvania).
In other words, responses can be tainted by reluctance to list thoughts that might be considered socially inappropriate. Or, people might simply be forgetful. New thoughts that were not present during ad exposure may also be introduced.
“To address these concerns, our research explores new implicit measures of cognitive responses that focus on detecting the memory traces left by thoughts during ad exposure that are less susceptible to the contaminating biases of introspection,” the researchers write.
In one study, Huang and Hutchinson had participants look at an ad with information about hepatitis C, including common sources of infection and preventive behaviors. The ad featured a photo in which either a male or female spokesperson was exercising.
After viewing the ad for 1.5 minutes, one group of participants was asked to do a traditional “thought listing” task, providing in their own words, “Your first thought . . .” and so on. Another group of participants did a “belief verification” exercise, responding to statements about how they perceived hepatitis C and the spokesperson.
As the researchers explain: “We found that thought-listing failed to capture specific cognitive responses known to affect attitudes,” specifically, participants’ perceptions of similarity between themselves and the gender of the spokesperson.
They continue: “Implicit indexes are likely to perform better than explicit indexes when people are unable to access their thoughts directly, when their responses are nonverbal, and when social norms make people unwilling to report their thoughts.”
Yanliu Huang and J. Wesley Hutchinson, “Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising.” Journal of Consumer Research: June 2008.
Suzanne Wu | EurekAlert!
The plastic brain: Better connectivity of brain regions with training
02.07.2018 | Leibniz-Institut für Wissensmedien
Arguments, Emotions, and News distribution in social media - Leibniz-WissenschaftsCampus Tübingen
04.05.2018 | Leibniz-Institut für Wissensmedien
New design tool automatically creates nanostructure 3D-print templates for user-given colors
Scientists present work at prestigious SIGGRAPH conference
Most of the objects we see are colored by pigments, but using pigments has disadvantages: such colors can fade, industrial pigments are often toxic, and...
Scientists at the University of California, Los Angeles present new research on a curious cosmic phenomenon known as "whistlers" -- very low frequency packets...
Scientists develop first tool to use machine learning methods to compute flow around interactively designable 3D objects. Tool will be presented at this year’s prestigious SIGGRAPH conference.
When engineers or designers want to test the aerodynamic properties of the newly designed shape of a car, airplane, or other object, they would normally model...
Researchers from TU Graz and their industry partners have unveiled a world first: the prototype of a robot-controlled, high-speed combined charging system (CCS) for electric vehicles that enables series charging of cars in various parking positions.
Global demand for electric vehicles is forecast to rise sharply: by 2025, the number of new vehicle registrations is expected to reach 25 million per year....
Proteins must be folded correctly to fulfill their molecular functions in cells. Molecular assistants called chaperones help proteins exploit their inbuilt folding potential and reach the correct three-dimensional structure. Researchers at the Max Planck Institute of Biochemistry (MPIB) have demonstrated that actin, the most abundant protein in higher developed cells, does not have the inbuilt potential to fold and instead requires special assistance to fold into its active state. The chaperone TRiC uses a previously undescribed mechanism to perform actin folding. The study was recently published in the journal Cell.
Actin is the most abundant protein in highly developed cells and has diverse functions in processes like cell stabilization, cell division and muscle...
17.08.2018 | Event News
08.08.2018 | Event News
27.07.2018 | Event News
17.08.2018 | Physics and Astronomy
17.08.2018 | Information Technology
17.08.2018 | Life Sciences