INCREASING COGNITIVE RESPONSE SENSITIVITY

Traditional cognitive response elicitation procedures may not be sensi tive enough to elicit the stylized and subtle thoughts that are genera ted during exposure to certain types of ads. When these types of thoug hts 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 th em forth without being reactive. A laboratory study examines two diffe rent procedures to do this: pre-exposure exercises and directed post-e xposure instructions. The results suggest that each procedure raises m easurement sensitivity, but that there is no advantage in combining th em. General guidelines are then presented for developing stylized cogn itive response elicitation procedures.