The relationship that justifies the use of response latency measures in marketing research designed to assess the strength of a subject's preference when choosing among alternatives is response latency is related to
A)emotional intensity.
B)uncertainty.
C)the degree of structure in the observational method.
D)the amount of information stored in memory.
E)the degree of disguise in the observational method.

Question

Quizplus · Accepted Answer

Response latency is related to uncertainty, as quicker responses typically indicate stronger preferences and less uncertainty in decision-making.

The Relationship That Justifies the Use of Response Latency Measures