Contributions of cognitive psychology to advertising research

Discusses the implications of cognitive research findings for some of the major data collection issues (e.g., studies of product use), including media reading, viewing, or listening; satisfaction with existing products or services; and the likelihood of new product use. Findings indicate that the judgments obtained in advertising and market research are affected by factors that are extraneous to the research situation as well as by factors that are part of the research situation itself. The method of using comparison products or advertisements was found to be the best way to control for influences of extraneous factors. (PsycINFO Database Record (c) 2007 APA, all rights reserved)