1 / 22

Scott Roeder and Delroy L. Paulhus

?. MEASURING CONSUMER KNOWLEDGE: EFFECTS OF PERSONALITY AND RESPONSE SETS. Scott Roeder and Delroy L. Paulhus. OVERVIEW. General idea: Measuring product knowledge and bias in consumer surveys Knowledge comes primarily from advertising

elaine
Download Presentation

Scott Roeder and Delroy L. Paulhus

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ? MEASURING CONSUMER KNOWLEDGE: EFFECTS OF PERSONALITY AND RESPONSE SETS Scott Roeder and Delroy L. Paulhus

  2. OVERVIEW • General idea: • Measuring product knowledge and bias in consumer surveys • Knowledge comes primarily from advertising • Do informed consumers have positive or negative attitudes towards advertising?

  3. OUTLINE • Introduction and Past Research • Procedure • Results • Implications and Future Research

  4. INTRODUCTION

  5. ATTITUDES TOWARDS ADVERTISING • A little marketing history: • BDP: Barksdale-Darden-Perrault • ICSM: Index of Consumer Sentiment Towards Marketing • Several short subscales

  6. PROBLEM • Problem: Attitudes need to be isolated • Answer: • We developed a new scale • MAA: Multi-dimensional Advertising Attitudes

  7. ACCURACY VS. BIAS • Problem: Some people over-claim their product knowledge • Why not social desirability scales? • Too long • Some scales inappropriate for task • Too general, off topic • Consumer researchers need an alternative approach

  8. MEASURING OVER-CLAIMING • Answer: Over-claiming technique (Paulhus, 2003) • Get people to “over-claim” • Signal detection theory • Subtle and simultaneous • Unobtrusive, time efficient

  9. METHOD

  10. PROCEDURE • 146 Participants • Online Questionnaire • MAA: Multi-dimensional Advertising Attitude • 31 item scale • OCQ:Over-claiming Questionnaire • VIA: Vancouver Index of Acculturation • 3 Conditions (Response sets) • Honest, Exaggerate, Sabotage

  11. OCQ TOPICS • 12 product categories with 15 items in each = 180 products • 11 reals, 4 foils • Likert scale: • 1 = Never Heard of It • 5 = Very Familiar

  12. PROCEDURE: OCQ • Examples of real items: • Food/Beverage: Aquafina, Big Mac, Breyer’s, Jones Soda, Kettle Chips • Magazines: Allure, Car and Driver, Eating Well, Harper’s, Maxim • Examples of fake items: • Food/Beverage: Blue Aries, McWich, Mega Mozza Melt, Minty Python • Magazines: Body Mod, In The Know, Republican Weekly, 3 Stars Magazine

  13. OCQ CALCULATIONS • Knowledge • Accuracy = Hits – False Alarms • Over-claiming • Bias = Hits + False Alarms / 2

  14. RESULTS

  15. RESULTS: OCQ MEANS BY CONDITION Claim Rate

  16. RESULTS: OCQ MEANS BY CONDITION Claim Rate

  17. RESULTS: MAA • Factor Analysis of MAA: • Originally 8 categories • Boiled down to 2: • Negative attitude towards marketing • Action: Changing laws/boycotting

  18. ? WHO KNOWS MORE?

  19. CORRELATIONS WITH NEGATIVE ATTITUDES p < .03 • Action factor: Not significant in any of 3 conditions • No significant correlations between VIA and OCQ

  20. SUMMARY • OCQ is promising tool to measure product recognition • Impression management • MAA Contribution to literature • In combination important questions can be answered • Do informed consumers have positive or negative attitudes towards advertising?

  21. FUTURE RESEARCH • The “Adbusters” conundrum • Why the negative attitudes? • Big Business • Extend OCT to logos and brand image

  22. THANKS • Delroy L. Paulhus • Mark Schaller • Lesley Duncan

More Related