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Brand Mgmt Ch 6
Terms in this set (29)
Projective Techniques (Types)
Free Association Examples
What does visiting South Padre mean to you?
Tell me what comes to mind when you think of visiting San Antonio.
What do you like best about the brand? What are its positive aspects?
What do you dislike? What are its disadvantages?
What do you find unique about the brand? How is it different from other brands? In what ways is it the same?
Simplest and most powerful way to profile brand associations
Coding free association responses in terms of the order of elicitation - early or late in sequence - is a measure of strength
Able to elicit deeply held consumer attitudes and feelings.
Uses relaxation exercises and visualization with consumers
study of cultures in their natural surroundings
Projective Technique Examples
Consumers are presented with incomplete stimulus
and asked to complete it
- completion and interpretation tasks
- comparison tasks
Projective Technique Definition
Diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters
Include at least one visual technique
Elicit associations from different types of users (heavy vs. light)
Use real stimuli when practically possible (let consumer sample products)
"a technique for eliciting interconnected constructs that influence thought and behavior." --- getting at hidden knowledge or the subconscious motives for purchasing behavior
refers to the human characteristics or
traits that can be attributed to a brand.
Big 5 Brand Personality Values
Sincerity (down-to-earth, wholesome, and cheerful)
Excitement (daring, spirited, imaginative, and
Competence (reliable, intelligent, and successful)
Sophistication (upper class and charming)
Ruggedness (outdoorsy and tough)
Internet Research - Chat Rooms/Blogs
Quantitative Research Techniques
Ability of consumers to identify the brand (and its elements) under various circumstances
Ability of consumers to retrieve the actual brand elements from memory
Unaided vs. aided recall
Identify the brand under various circumstances.
Do you recognize these brand names? If so, with what sport?
Sales, Qualitative and Quantitative Research, Eye Tracking Techniques
Aided Recall Example
Please provide all the Colorado skiing resort vacation spots you can think of?
Corrections or Guessing
Any research measure must consider the issue of consumers making up responses or guessing.
The advantage of aided recall measures is that they yield insight into how brand knowledge is organized in memory and what kind of cues or reminders may be necessary for consumers to be able to retrieve the brand from memory.
Higher in some categories
respondents checked off which attributes applied.
Respondents evaluate brand using a 5-step scale
Ask questions (which brand did you last buy?/which will you buy next time)
If the brand had not been available, which one would you buy
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