Behav. Sci., Volume 10, Issue 4 (April 2020) – 12 articles
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Neuromarketing techniques are now widely used to measure the effectiveness of dynamic marketing materials such as television advertisements. By capturing consumers’ subconscious emotions during viewing, such methods avoid known confounds associated with explicit feedback. However, a limitation of methods such as EEG, eye-tracking, and decoding of facial microexpressions is the number of distinct emotions that can be measured while audiences view the dynamic stimuli. This paper describes a new measure, the IMPULSE test, which offers the flexibility of measuring multiple different emotions during exposure to dynamic advertising materials using a speeded reaction time approach overlaid on the footage of interest. Specifically, researchers can specify the emotions they wish to measure in advance and capture multiple implicit emotions that arise during viewing of the marketing materials being tested. View
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