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Full-Text Articles in Business
Signal Detection Analysis And Advertising Recognition: An Introduction To Measurement And Interpretation Issues, Armen Tashchian, J. Dennis White, Pak Sukgoo
Signal Detection Analysis And Advertising Recognition: An Introduction To Measurement And Interpretation Issues, Armen Tashchian, J. Dennis White, Pak Sukgoo
Faculty and Research Publications
Recently the theory of signal detection has been introduced as a method for improving ad recognition testing. The authors expand upon this presentation, elaborate the various data collection and analytic approaches available to marketing researchers, and discuss the potential problems associated with each approach.
Compliant, Aggressive And Detached Types Differ In Generalized Purchasing Involvement, Mark E. Slama, Terrell G. Williams, Armen Tashchian
Compliant, Aggressive And Detached Types Differ In Generalized Purchasing Involvement, Mark E. Slama, Terrell G. Williams, Armen Tashchian
Faculty and Research Publications
Cohen's (1967) method of determining compliant, aggressive and detached personality types is modified and employed in exploring the relationship between personality types and generalized purchasing involvement. The hypothesis that the detached personality type will be less involved in purchasing than compliant or aggressive personality types is tested and supported. Theoretical implications are discussed.