Why is a Control Cell Helpful?
A Control Cell is a separate sample which is matched with the sample of people exposed to an ad. Instead of seeing the test ad, the control cell is exposed to no ad for the brand at all. Brand preference or attitude toward buying the test brand is compared between the test and control. This is better than“pre-post” measures of ad effect because in prep-post respondentseasily learn that the test is measuring advertising. Through phenomena such as positive response bias (“they showed me the ad, I guess I should want the product more now”) or negative response bias (“advertising doesn’t work on me”) answers can be affected by more than just the impact of the ad itself.
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