IMPULSE moment-by-moment test : an implicit measure of affective responses to audiovisual televised or digital advertisements

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...

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Bibliographic Details
Main Authors: Calvert, Gemma Anne, Trufil, Geraldine, Pathak, Abhishek, Fulcher, Eamon Philip
Other Authors: Nanyang Business School
Format: Article
Language:English
Published: 2020
Subjects:
Business::Advertising
Advertising
Audiovisual Content
Online Access:https://hdl.handle.net/10356/145183
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Institution: Nanyang Technological University
Language: English

Internet

https://hdl.handle.net/10356/145183

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