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...

Descripción completa

Detalles Bibliográficos
Autores principales: Calvert, Gemma Anne, Trufil, Geraldine, Pathak, Abhishek, Fulcher, Eamon Philip
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2020
Materias:
Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7226121/
https://www.ncbi.nlm.nih.gov/pubmed/32260524
http://dx.doi.org/10.3390/bs10040073

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7226121/
https://www.ncbi.nlm.nih.gov/pubmed/32260524
http://dx.doi.org/10.3390/bs10040073

Ejemplares similares