ISSN:0742-6046    

DOI:10.1002/mar.4220010102

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1984

数据来源: WILEY

摘要:

AbstractThe author proposes that the enormous potential of academic psychology's contribution to marketing and advertising can only be fully realized through a collaboration that allows an understanding of the nature of the issues and tasks to which that psychological knowledge will be applied in a business context. Forums such as this journal, face‐to‐face contacts through visiting professorships, sabbaticals, and internships can complement the role of conferences, symposia, and consultancies as mechanisms for establishing the interface between academics and practitioners that will allow greater awareness of the relevance of academic knowledge to the real‐time, real‐world nature of the human element in ma

ISSN:0742-6046    

DOI:10.1002/mar.4220010103

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1984

数据来源: WILEY

摘要:

AbstractThe results from the authors's applied research studies of communications‐effect and electroencephalographic (EEG) recording, which took place over the last ten years, employing thousands of respondents, are integrated in this paper. Application of EEG methodology to ad research, rather than theory, is stressed. Brain Wave AnalysisBrain Wave Analysis is a service mark of NeuroCommunication Research Laboratories, Inc., for its brand of EEG service., an EEG technique, is described. A positive relationship determined between Brain Wave Analysis and sales is discussed, as well as various applications such as “brain typing” the target market. The application of Brain Wave Analysis in determining effective advertising frequency is discussed as it relates to Krugman's three exposure theory. The continuing development of EEG analysis is briefly disc

ISSN:0742-6046    

DOI:10.1002/mar.4220010104

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1984

数据来源: WILEY

摘要:

AbstractThe attractiveness of a “pure” measure of individual response to marketing stimuli has given rise to the use of a variety of physiological measures of advertising response. Unfortunately, such measures are neither “pure” nor, to date, of demonstrable usefulness for management de

ISSN:0742-6046    

DOI:10.1002/mar.4220010105

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1984

数据来源: WILEY

摘要:

AbstractThe effect of time‐compressed persuasive communications on listener attitudes was investigated. Previous research has indicated that faster speech rates enhance the perception of a message with no loss in comprehension. However, many of these studies suffer from methodological problems that make their conclusions tentative. The present study is an attempt to clarify the effects of time compression on commercial messages. Eighty subjects listened to one of two commercial messages at one of four speeds: 150, 175, 200, or 225 words per minute (WPM). Subjects later rated the message on several dependent measures using nine attitude rating scales and one behavioral intention measure. Results show support for the moderate speeds of 175 and 200 WPM being the preferred rate of speed on most of the dependent measures. The results suggest that many of the beneficial effects of faster speech rates previously shown may be artifacts of methodological control

ISSN:0742-6046    

DOI:10.1002/mar.4220010106

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1984

数据来源: WILEY

摘要:

AbstractSuggestions are put forth regarding a hedonic measure of well‐being based on individual freedom of choice and similarity of group behavior in the market. A type of backward segmentation using multivariate analysis is described. The suggested measure appears justifiable as an indexing device, a constant relative measure of well‐being, and/or a gauge of poverty‐wealth thres

ISSN:0742-6046    

DOI:10.1002/mar.4220010107

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1984

数据来源: WILEY

摘要:

AbstractDiscrimination and preference testing is performed extensively by food and beverage producers for managerial purposes and, more recently, for comparative advertising. In this paper, the authors examine several basic issues in the design of these tests. The concepts of discrimination, preference, and choice are defined and related to one another. Further, various psychophysical models of discrimination and preference are presented and compared. These psychophysical models are then related to specific product test designs. The purpose of this exercise is to provide the applied product researcher or manager with a coherent conceptual framework for designing comparative product tests.

ISSN:0742-6046    

DOI:10.1002/mar.4220010108

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1984

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220010109

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1984

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220010101

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1984

数据来源: WILEY