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IMPULSE Moment-by-Moment Test: An Implicit Measure of Affective Responses to Audiovisual Televised or Digital Advertisements

机译：逐时冲动测试：对视听电视或数字广告的情感反应的隐性度量

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摘要

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 content of the clip. The results of three experiments illustrate the following four advantages of IMPULSE over self-reported and biometric methods: (1) being less susceptible to typical confounds associated with explicit measures, (2) being easier to measure deep-seated and often nonconscious emotions, (3) being better able to detect a broad range of emotions and feelings, and (4) being more efficient to implement as an online method.

机译：IMPULSE是一种用于检测对动态视听内容的情感响应的新颖方法。这是一种隐式反应时间测试，是在视听剪辑（例如电视广告）在背景中播放并测量与剪辑内容一致或不一致的感觉时执行的。三个实验的结果说明了IMPULSE与自我报告和生物识别方法相比具有以下四个优点：（1）不太容易受到与显式测量相关的典型混杂因素的影响；（2）更易于测量深层次且通常是无意识的情绪，（ 3）能够更好地检测各种情感和感觉，并且（4）更有效地实现为在线方法。

著录项

期刊名称 Behavioral Sciences
作者
Gemma Anne Calvert; Geraldine Trufil; Abhishek Pathak; Eamon Philip Fulcher;
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作者单位

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年(卷),期 2020(10),4
年度 2020
页码 -1
总页数 14
原文格式 PDF
正文语种
中图分类医学行为学;
关键词
advertising; audiovisual content; implicit measure; advertising effectiveness; implicit reaction time; neuromarketing; YouTube; online experiments;

机译：广告;视听内容;隐式措施;广告效果;隐式反应时间;神经营销;YouTube;在线实验;

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专利

1. IMPULSE Moment-by-Moment Test: An Implicit Measure of Affective Responses to Audiovisual Televised or Digital Advertisements [J] . Gemma Anne Calvert, Geraldine Trufil, Abhishek Pathak, Behavioral Sciences . 2020,第4期

机译：逐时试验：对视听电视或数字广告的情感响应的隐含衡量标准
2. Measuring implicit attitudes toward physical activity and sedentary behaviors: Test-retest reliability of three scoring algorithms of the Implicit Association Test and Single Category-Implicit Association Test (vol 31, pg 70, 2017) [J] . Chevance Guillaume, Heraud Nelly, Guerrieri Agata, Psychology of sport and exercise . 2018,第期

机译：测量对身体活动和久坐行为的隐含态度：三种评分算法的测试 - 保持可靠性，隐式关联测试和单一类别隐式关联测试（Vol 31，PG 70,2017）
3. Measuring implicit attitudes toward physical activity and sedentary behaviors: Test-retest reliability of three scoring algorithms of the Implicit Association Test and Single Category-Implicit Association Test [J] . Chevance Guillaume, Heraud Nelly, Guerrieri Agata, Psychology of sport and exercise . 2017,第期

机译：测量对身体活动和久坐行为的隐含态度：测试 - 标准可靠性的三个评分算法的隐式关联测试和单一类别隐式关联测试
4. Artificial neural network based stability testing of two-dimensional infinite impulse response digital filters [C] . Aghili, S.M., Thursby, . 1992

机译：基于人工神经网络的二维无限冲激响应数字滤波器的稳定性测试
5. An investigation of affective responses to performance on the Implicit Association Test (IAT) [D] . Grunfeld, Robert 2005

机译：内隐联想测验（IAT）对情绪对表现的反应的调查
6. Implicit Affect and Autonomous Nervous System Reactions: A Review of Research Using the Implicit Positive and Negative Affect Test [O] . Anna-Sophie Weil, Gina Patricia Hernández, Thomas Suslow, 2013

机译：内隐情感与自主神经系统反应：使用内隐积极与消极情感测验的研究述评
7. Modelling based on Spatial Impulse Response Model for Optimization of Inter Digital Transducers (SAW Sensors) for Non Destructive Testing [O] . Fall D., Duquennoy M., Ouaftouh M., 2015

机译：基于空间脉冲响应模型的模型，用于无损检测的数字间换能器（SAW传感器）优化

IMPULSE Moment-by-Moment Test: An Implicit Measure of Affective Responses to Audiovisual Televised or Digital Advertisements

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