Implicit and Explicit Measures: What Their Dissociations Reveal About the Workings of Advertising

Testing the Effectiveness of a Disclosure in Activating Children’s Advertising Literacy in the Context of Embedded Advertising in Vlogs

“…This can be difficult for children, because this means that they have to introspectively search for the answers (Dunham et al, 2006). With respect to advertising literacy activation, retrieving information from memory is especially hard, because the questions would relate to the processing of advertising, which is usually automatic and subconscious (Vandeberg et al, 2013). Second, the wording of the questions and answering options may prompt the answers that children give (Brace, 2004).…”

“…The use of indirect measures is very common in schema activation research (e.g., Kim and Hancock, 2016;Leavitt et al, 2016). One of the most important advantages of indirect measures is that they do not require people to consciously reflect on a past experience (Vandeberg et al, 2013). Therefore, they are better able to capture subconscious processes (De Houwer, 2006), such as the activation of dispositional advertising literacy as a response to advertising exposure.…”

Source orientation, anthropomorphism, and social presence in human-chatbot communication: how to proceed with these concepts

“…The current consensus that both mindless and mindful processes-particularly regarding anthropomorphism-can be at work (e.g., Kühne and Peter 2022;Lombard and Xu 2021;Złotowski et al 2018) calls for empirical research that uses a variety of methods that are better able to examine these processes and their outcomes. To this end, mixed-method projects are needed, particularly combining in-depth interviews K with experiments, to compare the outcomes of behavioral measures (i.e., the social reponses that users exhibit toward chatbots), open-ended questions that provide indepth insight in user experiences, and explicit and implicit measures (e.g., Vandeberg et al 2015Vandeberg et al , 2016. Relatedly, Lombard and Xu call for the the combination of for instance fMRI and EEG with interviews.…”

“…And, as said for the other concepts, researchers should work on developing implicit measures for these feelings (e.g. Heyselaar and Bosse 2020;Vandeberg et al 2015Vandeberg et al , 2016.…”