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.

For more information see Wansink, Brian, Michael L. Ray, and Rajeev Batra (1994), “Increasing Cognitive Response Sensitivity,” Journal of Advertising, 23:2 (June), 65-75.

Contact:
Brian Wansink, PhD
Food and Brand Lab, Director
110 Warren Hall
Cornell University
Ithaca, NY 14853
Email: foodandbrandlab@cornell.edu

*This study was conducted at the University of Illinois, former location of the Cornell Food and Brand Lab.

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