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.


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.


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


NA - Advances in Consumer Research Volume 46 | 2018

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