Southwest aluminum recruitment

summary

The purpose of this experiment is to test the 2 (consistency) ×3 (advertising type) form between the theme design adopted by H 1 and H2. The two levels of consistency (high and low) are determined in advance through preliminary investigation and are usually studied as the standard of manipulation inspection. There are three types of advertisements: non-contrast advertisements with typical targets, contrast advertisements with typical targets and contrast advertisements with atypical targets. All the advertisements describe the real visual effect of the product, including the product description. From the perspective of brand name, non-contrast advertising only plays an important role in the name of advertising brand; Comparative advertising plays an important role in advertising brand (extended brand) and the name of its comparative brand. Together with Carpenter and Nakamoto (1989), Walker, Swasy and Rethans, this paper compares the typicality and atypia of brands, mainly by choosing those brands that are market-leading and outstanding typicality, and these brands belong to high-quality brands in the brand category. The operational tests in the study verify the choices made.

theme

The college students and graduate students recruited by 120 are posted on a wide range of university campuses in the United States in the form of leaflets. The project was randomly assigned to experimental conditions, and each member participating in the study received $5.

Stimulation and preparatory investigation

Because in the previous brand research (Aakera and Keller1990; Maheswaran, Mackie and Chaiken1992; Parker, Muehlberger and Lawson 199 1 year; Romeo 199 1 year), in fact, the availability of the brand lies in being selected as the study of stimulating ecological effectiveness in the market. In addition, we should ensure that each theme should be combined with a brand with a clear product category, and choose a brand with a narrow brand width as a stimulus. In addition, choosing a narrow brand eliminates the additional complexity associated with a wide range of brands (that is, a wide range of brands with strong ties will exert different influences on a product and a variety of products, regarding the extension of its applicability; Dauar 1996). The following brands were included in the experiment: Haagen-Dazs ice cream, Heineken beer and Crest toothpaste. Subsequently, the extension of these brands intuitively chose high and low perceived fitness for each of the original brands mentioned above. Haagen-Dazs yogurt and Haagen-Dazs ballpoint pen; Heineken light beer and Heineken iced tea; Crest mouthwash and Crest deodorant; A preliminary survey of 4 1 question confirmed that the type of intuitive choice was indeed appropriate: the suitability between Haagen-Dazs ice cream and yogurt was significantly higher than that on the ballpoint pen. The suitability between Heineken beer and light beer is obviously higher than iced tea; The fitness between Crest toothpaste and mouthwash is obviously higher than that of deodorant.

Next, an open questionnaire is used to measure the extended categories of typical competitors and atypical competitors. Specifically, these topics are the first time to make a list, recording the characteristics of a specific product category, with the aim of highlighting the typical characteristics of this category. Then, let them name a specific brand, which best represents this product; Then they came up with a name that at least represented this kind of product. These most frequently discussed brand names, their maximum/minimum representativeness, are chosen in pairs. The success of these operations depends on the study of operation inspection. Typical and atypical brands produced in extended categories are: Danone, Youpere; Bick and Parker; Baishuang and Baker Shuang; Lipton and snapp; Scope and Listerine; ; Certainly.

Finally, the product quality related to functions in advertisements is selected as an extension of high and low fitness, and it is also used to measure the importance of fairness in consumers' minds. As a preliminary survey with 23 questions,

Between the extension of good and bad products, the quality of products selected for research is obviously different in quality importance. "Cream" in Haagen-Dazs yogurt and "quick drying" in Haagen-Dazs ballpoint pen; The "low calorie" variety in Heineken light beer and the "naturally brewed taste" in Heineken iced tea; Crest mouthwash can lighten the breath and prevent and treat gum diseases, and Crest deodorant can deodorize and prevent moisture.