The Cognitive Understanding of Implied Claims: A Study on Consumer Accuracy and Response Times

Poster Session VI

Keyword: Communication

Abstract: Study investigated participants' ability to differentiate between direct and implied advertising claims. A within-subject design with 68 participants, results showed significant differences in accuracy and response times. Participants were less accurate and slower in identifying implied claims, highlighting the cognitive complexity of processing such messages and their potential to mislead.

• Simran Gupta (Presenting Author)