Measuring Cognitive Conflict to Better Understand Attitude and Behavior Change:
Practical Applications for Market Research
Thursday, September 29 - Main Stage
Understanding existing and induced cognitive conflict between choice options allows the prediction and creation of behavior change in domains ranging from brand choice and ad effectiveness to public policy.
Rich Timpone demonstrates the value and effectiveness of scalable online approaches for detecting cognitive conflict, namely response time measurement, online and mobile process tracing, and anticipated regret. He shows how these approaches better predict behavior in multiple consumer insight domains from branding to vaccination intent.
What the audience can learn:
- Multiple approaches to measure cognitive conflict and predict behavior change
- How to design research to include these measurements
- Predicting and creating for behavioral change
See the full agenda for September 29
See the full agenda for September 30
Register now »
Thursday, September 29 - Main Stage
Understanding existing and induced cognitive conflict between choice options allows the prediction and creation of behavior change in domains ranging from brand choice and ad effectiveness to public policy.
Rich Timpone demonstrates the value and effectiveness of scalable online approaches for detecting cognitive conflict, namely response time measurement, online and mobile process tracing, and anticipated regret. He shows how these approaches better predict behavior in multiple consumer insight domains from branding to vaccination intent.
What the audience can learn:
- Multiple approaches to measure cognitive conflict and predict behavior change
- How to design research to include these measurements
- Predicting and creating for behavioral change
See the full agenda for September 29
See the full agenda for September 30
Register now »