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| Author: | Booth, D. A. |
| Title: | Practical measurment of the strengths of actual infkuences on what consumers do : scientific brand design. |
| Journal: | Journal of the Market Research Society
1988 : APR, VOL. 30:2, p. 127-146 |
| Index terms: | CONSUMER BEHAVIOUR PSYCHOLOGY PRODUCT DESIGN PRODUCT PREFERENCE CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | Consumer research methodology is criticized for not measuring the strengths of influences on what a customer does. Techniques of cognitive experimental psychology are discussed. An example is presented of the measurement of an individual's motivation. The product was vended drinks of instant coffee. The product concept is evaluated. A method for undistorted attitude strength measurement is described. Physical interaction with the product is analyzed in a naturalistic test. Results are summarized. Trade-offs are identified between influences on choice. Problems of aggregation are examined. Other examples are mentioned and analyzed. |
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