search query: @indexterm Brand names / total: 212
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| Author: | Lambert, B.L. Donderi, D. Senders, J.W. |
| Title: | Similarity of drug names: comparison of objective and subjective measures |
| Journal: | Psychology & Marketing
2002 : JUL-AUG, VOL. 19:7-8, p. 641-661 |
| Index terms: | BRAND NAMES CONSUMER BEHAVIOUR PHARMACEUTICAL INDUSTRY |
| Language: | eng |
| Abstract: | Previous research has shown that objective measures of orthographic (i.e., spelling) similarity can predict the probability of drug-name confusion, but it is not clear how these objective measures relate to subjective judgments of similarity. This study examined the association between one objective measure of ethnographic similarity, the Dice coefficient on trigrams, and one subjective measure, based on the Proscale multidimensional scaling system. |
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