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Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising

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  • Yanliu Huang
  • J. Wesley Hutchinson

Abstract

Our research explores new implicit measures of cognitive responses to advertisements that focus on detecting the effects of specific thoughts. We first demonstrate that consumers' thoughts about persuasive messages can be assessed by both a thought recognition task and a belief verification task. We also show that performance on these tasks (i.e., jointly observed responses, reaction times, and confidence ratings) can be modeled as Poisson counting processes. Finally, we illustrate the effectiveness of these new measures in predicting consumers' product attitudes and that these measures can outperform traditional thought listing when people are unwilling or unable to report certain thoughts. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Yanliu Huang & J. Wesley Hutchinson, 2008. "Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 98-118, January.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:1:p:98-118
    DOI: 10.1086/527340
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    Cited by:

    1. John R. Sparks, 2015. "Ethical judgments are different: an information processing perspective on the unique nature of ethical judgments and ethical judgment processes," Chapters, in: Handbook on Ethics and Marketing, chapter 5, pages 89-110, Edward Elgar Publishing.
    2. Simon, Françoise, 2017. "Relationship norms and media gratification in relational brand communication," Journal of Business Research, Elsevier, vol. 79(C), pages 12-22.
    3. Tang, Linyao, 2010. "放任与管制的或此或彼：俄罗斯市场转型录 [Totalitarianism and Laissez-faire: A meditation on Russian Market]," MPRA Paper 26201, University Library of Munich, Germany, revised 07 Jul 2010.
    4. Christopher P. Blocker & Kenneth C. Manning & Carlos A. Trujillo, 2023. "Beyond radical affordability in the base of the pyramid: The role of consumer self‐confidence in product acceptance," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(1), pages 619-647, January.
    5. J. Wesley Hutchinson & Gal Zauberman & Robert Meyer, 2010. "—On the Interpretation of Temporal Inflation Parameters in Stochastic Models of Judgment and Choice," Marketing Science, INFORMS, vol. 29(1), pages 23-31, 01-02.
    6. Sophie C. Boerman & Eva A. van Reijmersdal & Esther Rozendaal, 2023. "Can an Awareness Campaign Boost the Effectiveness of Influencer Marketing Disclosures in YouTube Videos?," Media and Communication, Cogitatio Press, vol. 11(4), pages 140-150.
    7. Thomas Otter & Joe Johnson & Jörg Rieskamp & Greg Allenby & Jeff Brazell & Adele Diederich & J. Hutchinson & Steven MacEachern & Shiling Ruan & Jim Townsend, 2008. "Sequential sampling models of choice: Some recent advances," Marketing Letters, Springer, vol. 19(3), pages 255-267, December.
    8. Kulkarni, Kalpak K. & Kalro, Arti D. & Sharma, Dinesh & Sharma, Piyush, 2020. "A typology of viral ad sharers using sentiment analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    9. Feihong Xia, 2023. "Why to use Poisson regression for count data analysis in consumer behavior research," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 379-384, September.
    10. Shukla, Paurav & Singh, Jaywant & Wang, Weisha, 2022. "The influence of creative packaging design on customer motivation to process and purchase decisions," Journal of Business Research, Elsevier, vol. 147(C), pages 338-347.
    11. Ding, Shujun & Jia, Chunxin & Wu, Zhenyu & Yuan, Wenlong, 2017. "Limited attention by lenders and small business debt financing: Advertising as attention grabber," International Review of Financial Analysis, Elsevier, vol. 49(C), pages 69-82.

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