Increasing Cognitive Response Sensitivity

Abstract

Traditional cognitive response elicitation procedures may not be sensitive enough to elicit the stylized and subtle thoughts that are generated during exposure to certain types of ads. When these types of thoughts are the focus of a researcher’s work, it is critical that he or she develop a procedure that has the sensitivity to elicit them without being reactive. A laboratory study examines two different procedures for eliciting cognitive responses: pre-exposure elicitation exercises, and directed post-exposure instructions. The results suggest that each procedure raises measurement sensitivity, but that there is no advantage in combining them. General guidelines are then presented for developing stylized cognitive response elicitation procedures.

Keywords: cognitive response, advertising, reaction, consumer behavior, consumer research, response elicitation, verbal protocols, marketing