English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 88866/118573 (75%)
Visitors : 23549418      Online Users : 147
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/80491
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/80491


    Title: The Sense and Nonsense of Consumer Product Testing: How to Identify Whether Consumers Are Blindly Loyal?
    Authors: 林穎青
    Raghubir, Priya;Tyebjee, yzoon T.;Lin, Ying-Ching
    Contributors: 傳播學院
    Keywords: Product testing;Taste testing;Consumer behavior;Marketing;Psychology;Neuroscience
    Date: 2008
    Issue Date: 2016-01-11 14:36:42 (UTC+8)
    Abstract: This paper builds on recent research that shows that product experience is based on the interaction of a range of sensory cues whose effect is non-conscious (e.g., visual cues affect taste perception) to revisit the classic issue of product taste testing. We propose that as consumers are unaware of the influence of a range of stimuli on their judgments and experience it is difficult for managers to collect valid and reliable consumer insights regarding the manner in which perceptual and sensory cues affect judgments and how they interact with each other. Therefore, we propose that the methodological paradigm of taste testing can and should be used to examine the effect of strategic and tactical marketing mix decisions in domains when consumer decision-making is non-conscious. Based on previous academic research, specific directions for managers to execute the test are provided: How to design and conduct a taste test, what measures to include and why, and how to analyze taste test results. We provide an example of the insight the methodology can provide using three related taste tests. While we use the attribute of taste as a specific example, the methodology and results can be translated into other domains where consumers may not be able to accurately explicate the reasons for their product experience, but that drive marketing decisions, including and beyond changing intrinsic product attributes.
    Relation: Foundations and Trends in Marketing,3(3),127-176
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1561/1700000009
    DOI: 10.1561/1700000009
    Appears in Collections:[廣告學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML476View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback