A New Approach to Assessing Cognitive Processes At the Point of Sale - Video-Cued Thought Protocols
Previous attempts to assess cognitive processes at the point of sale have focused mainly on Thinking-Aloud (concurrent verbalization) and the Interruption Technique. Whenever the goal is to assess sequences of thoughts completely, aided retrospective reports should be considered as a serious alternative to Thinking-Aloud. Video-cued thought protocols have been developed and tested as a promising variant of aided retrospective reports. First experiences and results show that, by this approach, internal as well as external validity are enhanced compared to Thinking-Aloud.
Citation:
Gunter Silberer (2005) ,"A New Approach to Assessing Cognitive Processes At the Point of Sale - Video-Cued Thought Protocols", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 555-556.
Authors
Gunter Silberer, Georg-August University of Gottingen, Institute of Marketing and Retailing
Volume
E - European Advances in Consumer Research Volume 7 | 2005
Share Proceeding
Featured papers
See MoreFeatured
Q8. Avatars, Consumers and Possession in Online Gaming
Feihong Hu, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK
Featured
Divorcing the Market
Deniz Atik, University of Texas Rio Grande Valley, USA
A. Fuat Fırat, University of Texas Rio Grande Valley, USA
Ebru Uzunoğlu, Izmir University of Economics
Featured
Once? No. Twenty times? Sure! Uncertainty and precommitment in social dilemmas
David Hardisty, University of British Columbia, Canada
Howard Kunreuther, University of Pennsylvania, USA
David Krantz, New York University, USA
Poonam Arora, Manhattan College
Amir Sepehri, Western University, Canada