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.


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.


Gunter Silberer, Georg-August University of Gottingen, Institute of Marketing and Retailing


E - European Advances in Consumer Research Volume 7 | 2005

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