|
simone.benedetto
|
|
|
Group: Forum Members
Posts: 4,
Visits: 7
|
Hi, I'm using the Brand Association Reaction Time Task ( http://www.millisecond.com/download/library/brandassociationreactiontime/) based on Till et al. (2011) (Till, B.D., Baack, D. & Waterman, B. (2011). Strategic brand associations maps: developing brand insight. Journal of Product & Brand Management, 20, 92-100.) I'd like to know if it is possible to use the IAT with questions in lieu of concepts and product pictures of brands instead of names of brands. For example: 1. I show a Dom Perignon bottle in picture 2. I ask questions such as: "It costs 200€, would you buy it?" 3. People reply yes or no I hope someone can help me Thanks a lot! Simone
|
|
|
|
|
Dave
|
|
|
Group: Administrators
Posts: 13K,
Visits: 105K
|
+xHi, I'm using the Brand Association Reaction Time Task ( http://www.millisecond.com/download/library/brandassociationreactiontime/) based on Till et al. (2011) (Till, B.D., Baack, D. & Waterman, B. (2011). Strategic brand associations maps: developing brand insight. Journal of Product & Brand Management, 20, 92-100.) I'd like to know if it is possible to use the IAT with questions in lieu of concepts and product pictures of brands instead of names of brands. For example: 1. I show a Dom Perignon bottle in picture 2. I ask questions such as: "It costs 200€, would you buy it?" 3. People reply yes or no I hope someone can help me Thanks a lot! Simone Modifying the script to display brand images instead brand names is easy (see attached). The rest, frankly, doesn't make sense in the context of the original task: Asking an "would you buy?" yes/no question doesn't measure association and isn't implicit. It seems to me you want to ultimately create an entirely different kind of task, and I'd recommend doing that from scratch rather than basing it on something that doesn't really fit.
|
|
|
|
|
simone.benedetto
|
|
|
Group: Forum Members
Posts: 4,
Visits: 7
|
+x+xHi, I'm using the Brand Association Reaction Time Task ( http://www.millisecond.com/download/library/brandassociationreactiontime/) based on Till et al. (2011) (Till, B.D., Baack, D. & Waterman, B. (2011). Strategic brand associations maps: developing brand insight. Journal of Product & Brand Management, 20, 92-100.) I'd like to know if it is possible to use the IAT with questions in lieu of concepts and product pictures of brands instead of names of brands. For example: 1. I show a Dom Perignon bottle in picture 2. I ask questions such as: "It costs 200€, would you buy it?" 3. People reply yes or no I hope someone can help me Thanks a lot! Simone Modifying the script to display brand images instead brand names is easy (see attached). The rest, frankly, doesn't make sense in the context of the original task: Asking an "would you buy?" yes/no question doesn't measure association and isn't implicit. It seems to me you want to ultimately create an entirely different kind of task, and I'd recommend doing that from scratch rather than basing it on something that doesn't really fit. Hi, thanks a lot for your reply! My idea was to look at the latency in responding yes or no to that question. The longer the latency the weaker the association to the concept of buying a Dom Perignon bottle for 200€. Does it make sense? Simone
|
|
|
|
|
Dave
|
|
|
Group: Administrators
Posts: 13K,
Visits: 105K
|
+x+x+xHi, I'm using the Brand Association Reaction Time Task ( http://www.millisecond.com/download/library/brandassociationreactiontime/) based on Till et al. (2011) (Till, B.D., Baack, D. & Waterman, B. (2011). Strategic brand associations maps: developing brand insight. Journal of Product & Brand Management, 20, 92-100.) I'd like to know if it is possible to use the IAT with questions in lieu of concepts and product pictures of brands instead of names of brands. For example: 1. I show a Dom Perignon bottle in picture 2. I ask questions such as: "It costs 200€, would you buy it?" 3. People reply yes or no I hope someone can help me Thanks a lot! Simone Modifying the script to display brand images instead brand names is easy (see attached). The rest, frankly, doesn't make sense in the context of the original task: Asking an "would you buy?" yes/no question doesn't measure association and isn't implicit. It seems to me you want to ultimately create an entirely different kind of task, and I'd recommend doing that from scratch rather than basing it on something that doesn't really fit. Hi, thanks a lot for your reply! My idea was to look at the latency in responding yes or no to that question. The longer the latency the weaker the association to the concept of buying a Dom Perignon bottle for 200€. Does it make sense? Simone No, it doesn't make sense to _me_, methodologically speaking. That, however, should not prevent you from going ahead with it if _you_ think this sort of design makes sense and measures what you believe it measures.
|
|
|
|
|
simone.benedetto
|
|
|
Group: Forum Members
Posts: 4,
Visits: 7
|
+x+x+x+xHi, I'm using the Brand Association Reaction Time Task ( http://www.millisecond.com/download/library/brandassociationreactiontime/) based on Till et al. (2011) (Till, B.D., Baack, D. & Waterman, B. (2011). Strategic brand associations maps: developing brand insight. Journal of Product & Brand Management, 20, 92-100.) I'd like to know if it is possible to use the IAT with questions in lieu of concepts and product pictures of brands instead of names of brands. For example: 1. I show a Dom Perignon bottle in picture 2. I ask questions such as: "It costs 200€, would you buy it?" 3. People reply yes or no I hope someone can help me Thanks a lot! Simone Modifying the script to display brand images instead brand names is easy (see attached). The rest, frankly, doesn't make sense in the context of the original task: Asking an "would you buy?" yes/no question doesn't measure association and isn't implicit. It seems to me you want to ultimately create an entirely different kind of task, and I'd recommend doing that from scratch rather than basing it on something that doesn't really fit. Hi, thanks a lot for your reply! My idea was to look at the latency in responding yes or no to that question. The longer the latency the weaker the association to the concept of buying a Dom Perignon bottle for 200€. Does it make sense? Simone No, it doesn't make sense to _me_, methodologically speaking. That, however, should not prevent you from going ahead with it if _you_ think this sort of design makes sense and measures what you believe it measures. Hi Dave, thanks a lot for your reply. Do you believe it does not make sense (methodologically speaking) since it cannot be considered as a correct adaptation of the Implicit Association Test or simply because the analysis of response latencies as I intended to do is wrong? In both cases can you explain me the reason why? Thanks, Simone
|
|
|
|
|
Dave
|
|
|
Group: Administrators
Posts: 13K,
Visits: 105K
|
+x+x+x+x+xHi, I'm using the Brand Association Reaction Time Task ( http://www.millisecond.com/download/library/brandassociationreactiontime/) based on Till et al. (2011) (Till, B.D., Baack, D. & Waterman, B. (2011). Strategic brand associations maps: developing brand insight. Journal of Product & Brand Management, 20, 92-100.) I'd like to know if it is possible to use the IAT with questions in lieu of concepts and product pictures of brands instead of names of brands. For example: 1. I show a Dom Perignon bottle in picture 2. I ask questions such as: "It costs 200€, would you buy it?" 3. People reply yes or no I hope someone can help me Thanks a lot! Simone Modifying the script to display brand images instead brand names is easy (see attached). The rest, frankly, doesn't make sense in the context of the original task: Asking an "would you buy?" yes/no question doesn't measure association and isn't implicit. It seems to me you want to ultimately create an entirely different kind of task, and I'd recommend doing that from scratch rather than basing it on something that doesn't really fit. Hi, thanks a lot for your reply! My idea was to look at the latency in responding yes or no to that question. The longer the latency the weaker the association to the concept of buying a Dom Perignon bottle for 200€. Does it make sense? Simone No, it doesn't make sense to _me_, methodologically speaking. That, however, should not prevent you from going ahead with it if _you_ think this sort of design makes sense and measures what you believe it measures. Hi Dave, thanks a lot for your reply. Do you believe it does not make sense (methodologically speaking) since it cannot be considered as a correct adaptation of the Implicit Association Test or simply because the analysis of response latencies as I intended to do is wrong? In both cases can you explain me the reason why? Thanks, Simone The former. First, the Brand Association Reaction Time Task and the IAT -- while similar -- are not the same. - In the Brand Association Reaction Time Task you have some brand image or name and a number of attributes. People then decide whether, in their mind, a given attribute describes / is associated with the given brand. E.g. Brand Attribute Associated? Coke Healthy No Coke Refreshing Yes This is clearly different than asking someone "Would you buy product X for amount Y?" - In the IAT, you have positive attributes and negative attributes. The IAT then simply tests whether (usually two different) targets are easier / faster processed when _paired_ with the positive attributes vs when paired with the negative attributes. This, too, is evidently very different from what you propose and has little overlap.
|
|
|
|
|
simone.benedetto
|
|
|
Group: Forum Members
Posts: 4,
Visits: 7
|
+x+x+x+x+x+xHi, I'm using the Brand Association Reaction Time Task ( http://www.millisecond.com/download/library/brandassociationreactiontime/) based on Till et al. (2011) (Till, B.D., Baack, D. & Waterman, B. (2011). Strategic brand associations maps: developing brand insight. Journal of Product & Brand Management, 20, 92-100.) I'd like to know if it is possible to use the IAT with questions in lieu of concepts and product pictures of brands instead of names of brands. For example: 1. I show a Dom Perignon bottle in picture 2. I ask questions such as: "It costs 200€, would you buy it?" 3. People reply yes or no I hope someone can help me Thanks a lot! Simone Modifying the script to display brand images instead brand names is easy (see attached). The rest, frankly, doesn't make sense in the context of the original task: Asking an "would you buy?" yes/no question doesn't measure association and isn't implicit. It seems to me you want to ultimately create an entirely different kind of task, and I'd recommend doing that from scratch rather than basing it on something that doesn't really fit. Hi, thanks a lot for your reply! My idea was to look at the latency in responding yes or no to that question. The longer the latency the weaker the association to the concept of buying a Dom Perignon bottle for 200€. Does it make sense? Simone No, it doesn't make sense to _me_, methodologically speaking. That, however, should not prevent you from going ahead with it if _you_ think this sort of design makes sense and measures what you believe it measures. Hi Dave, thanks a lot for your reply. Do you believe it does not make sense (methodologically speaking) since it cannot be considered as a correct adaptation of the Implicit Association Test or simply because the analysis of response latencies as I intended to do is wrong? In both cases can you explain me the reason why? Thanks, Simone The former. First, the Brand Association Reaction Time Task and the IAT -- while similar -- are not the same. - In the Brand Association Reaction Time Task you have some brand image or name and a number of attributes. People then decide whether, in their mind, a given attribute describes / is associated with the given brand. E.g. Brand Attribute Associated? Coke Healthy No Coke Refreshing Yes This is clearly different than asking someone "Would you buy product X for amount Y?" - In the IAT, you have positive attributes and negative attributes. The IAT then simply tests whether (usually two different) targets are easier / faster processed when _paired_ with the positive attributes vs when paired with the negative attributes. This, too, is evidently very different from what you propose and has little overlap. Thanks a lot Dave, It's all very clear now! I really appreciate it. Simone
|
|
|
|