Increasing Cognitive Response Sensitivity
传统认知反应引出方法对广告引发的微妙想法不够敏感，研究比较了暴露前练习和暴露后指导两种提高敏感性的程序，发现各自有效但合并无优势。
Abstract 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 an advertising researcher's work, it is critical that he or she develop a procedure that has the sensitivity to draw them forth without being reactive. A laboratory study examines two different procedures to do this: pre-exposure 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.