Indirect, implicit measurement methods facilitate access to individual unconscious mental processes. In recent years, these methods have become more popular and are now broadly used in personality and social psychology. Approximately 20 implicit measurement methods have been developed, and new ones are being introduced continuously. So far, research on indirect measuring methods has focused on the development of new methods as well as improving existing ones. However, different methods have different strengths and the associated mental structures differ. This article provides a critical overview of implicit measurement methods by comparing them to selected criteria, to support the choice of method for a specific research purpose. Furthermore, we assess the suitability of the discussed implicit methods for marketing research. In this context, we show the superior potential of the affective misattribution procedure, a common example of a category of tasks used to measure attitudes implicitly. The affective misattribution procedure is an affective priming paradigm that, unlike other affective priming variants, depends on the response interference and has good internal consistency (.70 Ͻ ␣ Ͻ .90) and produces robust effects (average d ϭ 1.25).
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This paper examines the effects of virtual advertising in a sports broadcast setting. We analyse the conspicuousness of virtual advertising and match the results with explanatory variables like brand awareness, duration of exposure and frequency of exposure. Furthermore, we measure the role of attitudes towards advertising in general and its impact on attitudes towards virtual advertising of the respondents. Our results indicate that most respondents recognise virtual advertising as such. Advertising effectiveness is driven to a large degree by the frequency of exposure. A positive attitude towards advertising in general leads to a positive attitude towards virtual advertising of the participants.
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