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The effects of visual enhancement The effects of visual enhancement on attribute/benefit desirability and on attribute/benefit desirability and

brand perception measures: brand perception measures: Implications for reliability and Implications for reliability and

validityvalidity

Presenter: Jenny Chen 陳瑩珍Instructor: Dr. Pi-Ying Teresa Hsu

October 13, 2008

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Clancy, K. J., & Rabino, S. (2007). The effects of Clancy, K. J., & Rabino, S. (2007). The effects of

visual enhancement on attribute/benefit desirability visual enhancement on attribute/benefit desirability

and brand perception measures: Implications for and brand perception measures: Implications for

reliability and validity. reliability and validity. Journal of Advertising Journal of Advertising

Research, 47Research, 47(1), 95-102.(1), 95-102.

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Outline Outline

I. Introduction

II. Research Questions

III. Research Methodology

IV. Results

V. Discussion

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IntroductionIntroduction

Advertising, marketing, and public opinion

researchers routinely investigate consumer

needs and brand perceptions using

“attribute/benefit” research.

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IntroductionIntroduction

Tangible benefit: a benefit that is immediately obvious and

measurable.

Intangible benefit: a benefit that is difficult to measure, sometimes

refers to an emotional characteristic.

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IntroductionIntroduction

Attribute/benefit research suggested that an

“emotional” campaign might not represent a

powerful strategy.

However, some of the most successful

advertising campaigns of the last 50 years have

been based on intangibles.

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IntroductionIntroduction

How valid and reliable is the traditional

“verbal stimuli” methodology that

dominates the contemporary marketing

research?

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IntroductionIntroduction

Reliability

the extent to which a commercial or print

advertisement earns a similar score when it

is tested two or more times

what really matters to practitioners is

aggregate level stability

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IntroductionIntroduction

Validity

Are we measuring what we purport to

measure?

Does it reflect consumer needs?

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IntroductionIntroduction

Current attribute/benefit research

methodology understates the “true” value

of emotional, intangible appeals, and

overstates the value of rational, tangible

product appeals.

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IntroductionIntroduction

Two possible explanations for

understatement:

1. social desirability effects

2. the absence of visual enhancement

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Research QuestionsResearch Questions

1. Does the choice of stimuli make a difference?

2. Assuming that it does matter, does the choice of the visual material make a difference?

3. Are the effects of written versus visual material different for the desirability ratings than for brand perception measures?

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Research QuestionsResearch Questions

4. Are the effects different for tangible versus intangible attributes?

5. Are the effects different for different product categories?

6. How stable are attribute/benefit ratings and what, if anything, can be said about their validity?

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Research MethodologyResearch MethodologyPersonal interview survey

Cross-sectional sample of 700 adult men and

women in the Boston metropolitan area

45 minutes

Two-week period

Two 5-point verbally defined scales

(a desirability scale and a brand perception

scale)

Shuffled deck/sorting board

Repeated measures ANOVA 14

Research MethodologyResearch Methodology

Three product categories:

1. beverage alcohol (gin)

2. credit cards

3. presidential candidates

six “show cards” representing six product

characteristics (three tangible, three

intangible)

- shuffled to minimize order effects and

acquiescence response set effects 15

Research MethodologyResearch Methodology

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Three shuffled decks for each product category:

ResultsResults

Tangible traits are rated as more desirable

than the intangible traits in all three

categories.

Choice of stimulus has little effect on

desirability and brand perception measures.

Failure of the visual conditions to have an

effect for both the tangible and intangible

characteristics. 17

ResultsResults

The reliability of attribute/benefit

desirability and perception data is

relatively high in the aggregate

(computed by correlating pairs of

mean ratings for the attributes and

benefits across the different

conditions)18

DiscussionDiscussion

Future research might tackle this issue in a

different way, examining individual level

reliability.

Perhaps future research could focus on

“social desirability” considerations

The choice of a desirability scale over a

more traditional importance measure may

have affected the findings.19

Thanks for your attention!

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