ABSTRACT
Response latency-based procedures can be used to make a wide variety of inferences about the cognitive processes of consumers. They can be used to assess processing ease, sensitivity to omissions, spontaneous judgment formation, associative strength, and mental image scanning. When using response latency measures as a dependent variable, the experimenter must consider the speed–accuracy trade-off. Response latency tasks can be useful in assessing processing ease/fluency. Response latency-based procedures provide a nonreactive measure of sensitivity to omissions that can be used to test hypotheses about potential moderating variables. Response latency-based procedures can be used to assess the spontaneity with which other types of judgment are formed, as well as for attitudinal judgments and preference judgments. The strength of an association between an attitude object and an evaluation can be assessed via response latency-based procedures.
