Increasing Cognitive Response Sensitivity

22 Pages Posted: 10 Jan 2016 Last revised: 28 Apr 2017

See all articles by Brian Wansink

Brian Wansink

Retired

Michael L. Ray

Stanford Graduate School of Business

Rajeev Batra

University of Michigan, Stephen M. Ross School of Business

Date Written: January 1, 1994

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

Suggested Citation

Wansink, Brian and Ray, Michael L. and Batra, Rajeev, Increasing Cognitive Response Sensitivity (January 1, 1994). Wansink, Brian, Michael L. Ray, and Rajeev Batra (1994), “Increasing Cognitive Response Sensitivity,” Journal of Advertising, 23:2 (June), 65-75., Journal of Advertising, Vol. 23, No. 2, 1994, Available at SSRN: https://ssrn.com/abstract=2712449 or http://dx.doi.org/10.2139/ssrn.2712449

Brian Wansink (Contact Author)

Retired ( email )

607-319-0123 (Phone)

Michael L. Ray

Stanford Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

Rajeev Batra

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States
734-764-0118 (Phone)
734-936-0274 (Fax)

HOME PAGE: http://www.bus.umich.edu/academic/faculty/rajeevba.html

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