EEG Response to Advertisements in Print and Broadcast MediaJan 1, 1985 Roland T. Rust, Linda L. Price, and V. Kumar, 1985, 85-111
Uses results from an exploratory laboratory experiment to study whether response to advertising can be measured by electroencephalograms (EEGs).
Shopping for Appliances: Consumers’ Strategies and Patterns of Information SearchJan 1, 1985 William L. Wilkie and Peter R. Dickson, 1985, 85-108
Reports results of a national survey of consumers' information search for major household goods; updates, replicates, and extends other research in this area.
Measuring Simple Preferences: An Approach to Blind, Forced-Choice Product TestingJan 1, 1985 Bruce S. Buchanan and Donald G. Morrison, 1985, 85-103
Develops analytical technique for comparing efficiency of repeat-trial, forced-choice product test formats in estimating subjects' discrimination ability and true preferences.
Nutrition Information in the SupermarketJan 1, 1985 J. Edward Russo, Richard Staelin, Gary J. Russell, and Barbara L. Metcalf, 1985, 85-100
Compares consumer response to alternative formats for displaying nutrition information based on results of a large in-store field study.
The Effects of Involvement and Executional Factors of a Television Commercial on Brand Attitude FormationJan 1, 1984 C. Whan Park and S. Mark Young, 1984, 84-100
Reports results of an experiment exploring effects of subjects' type of involvement at time of exposure to a TV commercial, and the presence of music in the commercial, on brand attitude formation.
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