The reaction-time technique in brand attributes testing

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	The reaction-time technique in brand attributes testing
	L. Lei; C. L. Fan; W. Yong; M. C. Ma
	2004
会议名称	会议论文
页码	482-482
会议日期	2004
会议地点	Beijing
摘要	From the angle of consumer behavior, brand attributes is the associations related with the brand name stored in consumer’s long-term memory as a network. Based on the theories of spreading activation and priming, we exploringly employ the reaction-time technique to test the brand attributes. The results show that the reaction-time is a valid measurement to find the distance between a certain brand association and the brand name. The differences of reaction-times containing closely related versus distantly related ideas enable researchers to make inferences about the precise nature of the brand structure in long-term memory.
会议主办者	IUPsyS
学科领域	广告与消费心理学
收录类别	SSCI
语种	英语
WOS记录号	WOS:000226118004360
引用统计
文献类型	会议论文
条目标识符	http://ir.psych.ac.cn/handle/311026/6071
专题	中国科学院心理研究所回溯数据库(1956-2010)
推荐引用方式 GB/T 7714	L. Lei,C. L. Fan,W. Yong,et al. The reaction-time technique in brand attributes testing[C],2004:482-482.