Using RT to detect brand specific attributes
Y. Wang; C. L. Fan; M. C. Ma; L. Lei; X. Q. Ding
2004
会议名称会议论文
页码305-305
会议日期2004
会议地点Beijing
摘要Questionnaires are often used in exploring the brand specific attributes (BSA) in people’s mind. In this study, subjects were asked to judge whether the word presented is associated with the brand or not, meanwhile their response time (RT) was recorded. The result shows that RT measurement might be efficient to detect BSA. Therefore, it’s worthy to explore the criteria for the level of RT which distinguishing BSA from common brand association. Correspondingly, the other experiment held in real market showed RT measurement could be a good supplement to the national questionnaire investigation to disclose the important brand attributes.
会议主办者IUPsyS
学科领域广告与消费心理学
收录类别SSCI
语种英语
WOS记录号WOS:000226118002773
引用统计
文献类型会议论文
条目标识符http://ir.psych.ac.cn/handle/311026/6099
专题中国科学院心理研究所回溯数据库(1956-2010)
推荐引用方式
GB/T 7714
Y. Wang,C. L. Fan,M. C. Ma,et al. Using RT to detect brand specific attributes[C],2004:305-305.
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