The Impact of Implicit Rate of Change on Arousal and Subjective Ratings

Five studies demonstrate that implicitly implied rates of change–color saturation of print/television advertisements, size of a consumer product, panning of sound in a television commercial–remain consciously unnoticed but predictably bolster the subjective ratings of consumers (e.g., product liking, willingness-to-pay, likelihood of purchasing). State-level arousal mediates the effect.



Citation:

James A Mourey and Ryan Elder (2018) ,"The Impact of Implicit Rate of Change on Arousal and Subjective Ratings", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 188-193.

Authors

James A Mourey, DePaul University, USA
Ryan Elder, Brigham Young University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

Read More

Featured

M1. How Rewarding is Your Rewards Program? Experiential vs. Material Rewards

Ayalla Ruvio, Michigan State University, USA
Farnoosh Khodakarami, Michigan State University, USA
Clay Voorhees, Michigan State University, USA

Read More

Featured

E12. Green versus Premium Choice and Feelings of Pride

Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.