Experimental test of an emotion-based approach to fitting brand names to products
Article Abstract:
A theoretically derived approach to fitting brand names to products was proposed and tested with university undergraduates as subjects. The basic premise of the approach was that any product conveys a wide range of connotations to consumers and that product appeal can be enhanced by selecting a name that conveys a desirable subset of those connotations. A comprehensive, three-dimensional system for measuring emotional states was used. Using the three emotion scales, one group of subjects rated how ideally would wish to feel while using a given product. A second group used the emotion scales to rate the emotions connoted by each of several names assigned to that product. Results of these two sets of ratings for each product and each name yielded discrepancy scores (on the dimensions of pleasure, arousal, and dominance) between the ideally desired emotional impact of the product and the emotionalimpact of the selected name. We hypothesized that the latter discrepancy scores are negative correlates of preference for products assigned specific names. To test the hypothesis, a third group of subjects provided ratings of preference (liking, desire to purchase) for various product-name combinations. Results, based on a highly reliable measure of product preference, supported the hypothesis. Discrepancy scores accounted for 30 percent of variance in product preferences of males and 37 percent of variance for females, thus providing strong support for the proposed theoretical model that fits brand names to products. (Reprinted by permission of the publisher.)
Publication Name: Journal of Applied Psychology
Subject: Social sciences
ISSN: 0021-9010
Year: 1987
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Effectiveness of cigarette advertisements on women: an experimental study
Article Abstract:
We investigated three factors that could influence subjects' reactions to print advertisements for cigarettes. A total of 115 college women were shown cigarette ads that varied on two dimensions: whether an attractive model was shown and whether a general or specific warning label was shown. One half of the women were pretested on their beliefs about the hazards of smoking prior to seeing the ads; all of the women completed a posttest beliefs measure. Ratings of the attractiveness, persuasiveness, and credibility of the ads were collected, and the smoking status of subjects was assessed. Results indicated that specific warnings on ads can act as a counterinfluence to an ad's appeal by making it appear less attractive and less persuasive than if the ad contained only a general warning. This effect was especially true for smokers. Subjects also rated an ad as more attractive, more persuasive, and less credible when it showed an attractive model than when it did not. Being pretested on their beliefs about the hazards of smoking resulted in high attractiveness and persuasion ratings and in smokers' recalling and recognizing more of the specific warnings that appeared on ads. Practical and theoretical implications for the results are discussed. (Reprinted by permission of the publisher.)
Publication Name: Journal of Applied Psychology
Subject: Social sciences
ISSN: 0021-9010
Year: 1988
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A quasi-experimental assessment of the effect of computerizing noncognitive paper-and-pencil measurements: a test of measurement equivalence
Article Abstract:
Previous studies have provided evidence to question the equivalence of data gathered by different administration modes and to suggest that noncognitive instruments validated for paper-and-pencil administration may not be valid for computerized administration. In this study, a series of analyses of the variance-covariance matrices tested the measurement equivalence of data collected from paper-and-pencil and computerized formats. Four work-related noncognitive psychological measures were tested in this study. There was no evidence that administration mode had an effect on measurement equivalence. (Reprinted by permission of the publisher.)
Publication Name: Journal of Applied Psychology
Subject: Social sciences
ISSN: 0021-9010
Year: 1995
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