Using Response Latency to Assess Spokesperson Effectiveness

Abstract

A response latency methodology was developed and used to assess spokesperson effectiveness. Results indicate that when a product identification decision was primed by a correct spokesperson name, subjects were able to identify product names as such significantly faster than when the decision was unprimed or misprimed. Based on the results of the latency experiment, characteristics of successful spokespersons were identified using multiple regression. Theoretical and methodological implications of the response latency technique are discussed.

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