Our research explores new implicit measures of cognitive responses to advertisements that focus on detecting the effects of specific thoughts. We first demonstrate that consumers' thoughts about persuasive messages can be assessed by both a thought recognition task and a belief verification...

We examine three sets of established behavioral hypotheses about consumers’ in‐store behavior using field data on grocery store shopping paths and purchases. Our results provide field evidence for the following empirical regularities. First, as consumers spend more time in the store, they...