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Effects of Preattentive Processing |
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Chapter 4 : Pretests and Results |
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Pretest 1: Product Category Selection |
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Pretest 2: Stimulus Material and Word Selection |
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Pretest 3: Congruency Manipulation and Average Reading Time of the Web Page Content |
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Pretest 4: Feasibility of Preattentive Processing Manipulation Scenario |
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Summary |
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Chapter 5 : Methods of Main Study |
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Subjects |
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Procedure |
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Manipulation Check Measures |
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Dependent Measures |
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Implicit Memory |
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Emotional Responses |
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Attitude Toward the Ad |
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Consideration Set |
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Chapter 6 : Results |
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Manipulation Check |
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Objective Knowledge Test |
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Ad Recall, Recognition and Familiarity Tests |
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Hypotheses Testing |
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Additional Analyses |