English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 117581/148612 (79%)
造訪人次 : 69524184      線上人數 : 171
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/80491


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/80491


    題名: The Sense and Nonsense of Consumer Product Testing: How to Identify Whether Consumers Are Blindly Loyal?
    作者: 林穎青
    Raghubir, Priya;Tyebjee, yzoon T.;Lin, Ying-Ching
    貢獻者: 傳播學院
    關鍵詞: Product testing;Taste testing;Consumer behavior;Marketing;Psychology;Neuroscience
    日期: 2008
    上傳時間: 2016-01-11 14:36:42 (UTC+8)
    摘要: 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.
    關聯: Foundations and Trends in Marketing,3(3),127-176
    資料類型: article
    DOI 連結: http://dx.doi.org/10.1561/1700000009
    DOI: 10.1561/1700000009
    顯示於類別:[廣告學系] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    index.html0KbHTML2967檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    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。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    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。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋