ISSN:0742-6046    

DOI:10.1002/mar.4220020202

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

年代:1985

数据来源: WILEY

摘要:

AbstractWith growing interest in qualitative research beyond its popular use in focus groups, a greater appreciation of the potential of projective techniques is recommended. Examples are given to illustrate the variety of methods available, and how they may be practically applied in research projects to elicit rich information about perception of products and brands, and about characteristics of respondents.

ISSN:0742-6046    

DOI:10.1002/mar.4220020203

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

年代:1985

数据来源: WILEY

摘要:

AbstractThe nature of the client‐researcher relationship and the psychology of problem‐definition as a personal interpretative process is examined. It is argued that researchers who work within norms of rational‐science objectivity and do not pay attention to learning about their clients' particular, subjective problem‐definitions do so at the potential cost of their own recommendations being ignored. An explicit modeling technique for facilitating problem definition is pr

ISSN:0742-6046    

DOI:10.1002/mar.4220020204

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

年代:1985

数据来源: WILEY

摘要:

AbstractSex‐role norms were found to be significantly related to task allocation in families. Less wife responsibility for such traditional “wife” tasks as grocery shopping, laundry, housekeeping, and dishwashing were noted and this finding was strongest among couples in which both spouses held sex‐role modern norms. Wives' sex role norms tended to be more strongly related to family task allocation behavior than were hu

ISSN:0742-6046    

DOI:10.1002/mar.4220020205

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

年代:1985

数据来源: WILEY

摘要:

AbstractDecision‐makers face a dilemma when considering alternate forms of the general expectancy‐value attitude model. Given the same data set, four alternate structures of the expectancy‐value model are shown to produce four dramatically different scenarios both in terms of predictive ability and in terms of strategic direction. A hybrid approach to using the model is recommended as a means of resolving the di

ISSN:0742-6046    

DOI:10.1002/mar.4220020206

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

年代:1985

数据来源: WILEY

摘要:

AbstractA debate has arisen in this journal regarding the utility of psychophysiological measures in general; and of electroencephalographic measures in particular, for evaluating the specific effects of advertising executions. We briefly summarize the positions and replies that have been set forth. Although each is found to have something to contribute, it is also clear that additional basic research using complex persuasion materials in consumer settings is necessary before specific cognitive, emotional, and behavioral advertising effects can be inferred from psychophysiological data. This raises general questions regarding the goal and value of the psychophysiological enterprise. It is suggested that a psychophysiological approach is potentially informative, especially when studying theoretical issues regarding processes underlying social behavior. Research on yet another physiological response system, electrbmyographic activity recorded over the muscles of facial expression, is discussed for purposes of illustration. It is concluded that research has not and is not likely to demonstrate invariant psycho‐physiological links nor has it revealed so little about social processes and behavior that physiological responses and systems can be disregarded. An alternative conception of the psychophysiological enterprise is outline

ISSN:0742-6046    

DOI:10.1002/mar.4220020207

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

年代:1985

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220020208

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

年代:1985

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220020201

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

年代:1985

数据来源: WILEY