haku: @indexterm Consumer attitudes / yhteensä: 469
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| Tekijä: | Callingham, M. |
| Otsikko: | The psychology of product testing and its relationship to objective scientific measures. |
| Lehti: | Journal of the Market Research Society
1988 : JUL, VOL. 30:3, p. 247-266 |
| Asiasana: | PRODUCT TESTING PERCEPTION PSYCHOLOGY CONSUMER ATTITUDES |
| Kieli: | eng |
| Tiivistelmä: | The relationship between objective and subjective measures in product testing is discussed. The theoretical background of the topic is outlined. The way the perceptual system operates to probe the stimulus field and to what extent it is under cognitive control, or itself directed by the field, is examined. Postulates for the operation of the perceptual system are described in detail. A summary is presented about the perception process. The role of questionnaires in gauging perception is examined. Specific examples of the measurements of a field and the way it can be influenced by product or environmental interaction are given. Marketing implications are summarized with special attention to product testing. |
SCIMA