Measuring attention towards advertisement using the peripheral detection response task

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Title Measuring attention towards advertisement using the peripheral detection response task
Publication Type dissertation
School or College College of Social & Behavioral Science
Department Psychology
Author Behrends, Arwen Alexandria
Date 2016
Description The purpose of this study was to examine whether a measure of secondary task reaction time could predict how much participants liked particular advertisements. This study aimed to understand the possible applications of the Peripheral Detection Response Task (DRT) in marketing and advertising research. It was hypothesized that participants would direct more attention towards advertisements that featured brands that are well liked compared to advertisements that featured less liked brands and products. It was predicted that as the liking of a particular commercial increased, DRT reaction time would also increase. Participants watched nine randomly ordered television commercials while simultaneously completing the tactile DRT. Measures of advertisement evaluation were collected following each commercial. The analyses did not support the hypotheses. There were no significant relationships between DRT response times and advertisement evaluations, product category evaluations, and product category involvement ratings. However, there were trends in the hypothesized directions.
Type Text
Publisher University of Utah
Subject Social Psychology; Cognitive Psychology; Advertisements
Dissertation Name Doctor of Phiosophy
Language eng
Rights Management © Arwen Alexandria J. Behrends
Format application/pdf
Format Medium application/pdf
ARK ark:/87278/s6gx8n3d
Setname ir_etd
ID 1381004
Reference URL https://collections.lib.utah.edu/ark:/87278/s6gx8n3d
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