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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| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
2020
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/145183 |
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| Institution: | Nanyang Technological University |
| Language: | English |
