IMPULSE Moment-by-Moment Test: An Implicit Measure of Affective Responses to Audiovisual Televised or Digital Advertisements.

IMPULSE is a novel method for detecting affective responses to dynamic audiovisual content. It is an implicit reaction time test that is carried out while an audiovisual clip (e.g.

Providing Excellent Consumer Service Is Therapeutic: Insights from an Implicit Association Neuromarketing Study.

This paper reports the results of a combined biometric and implicit affective priming study of the emotional consequences of being the provider or receiver of either positive or negative customer service experiences. The study was conducted in two stages. Study 1 captured the moment-by-moment implicit emotional and physiological responses associated with receiving and providing good customer service.