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Full-Text Articles in Social and Behavioral Sciences
Development And Validation Of An Australian Video Speed Test (Avst), Jennifer Ann Algie, John R. Rossiter
Development And Validation Of An Australian Video Speed Test (Avst), Jennifer Ann Algie, John R. Rossiter
John Rossiter
Anti-speeding educational campaigns (in television commercials, print ads, and outdoor ads, mostly) are constantly being tried but it is difficult to determine which ads are effective in reducing speed. A promising solution to this problem is to use a behavioural simulation such as the Video Speed Test, the VST (Horswill and McKenna, 1999). The driving simulation test involves getting drivers to view video excerpts of a person driving a vehicle in real driving situations. The drivers then are asked to estimate the speed that they would use in the same situations, that is, how many kilometres/hour slower or faster they …
Dimension-Based Versus Relation-Based Brand Name Design: A Test Of Different Psycholinguistic Theories, Tobias Langner, Franz-Rudolf Esch, John R. Rossiter
Dimension-Based Versus Relation-Based Brand Name Design: A Test Of Different Psycholinguistic Theories, Tobias Langner, Franz-Rudolf Esch, John R. Rossiter
John Rossiter
Conveying distinctive and coherent brand associations is a key concern of modem brand management. Brands with a concise, consumer-relevant, and unique brand image are preferred by consumers. This study considers the contribution brand names can provide to building customer based brand equity. Recent cognitive theories of conceptual combination fonn the theoretical basis for analyzing consumer reactions toward brand names. Following these theories, three techniques to integrate brand name and product are developed. Reaction time measurements and association tests show that the techniques presented are an effective and efficient means to convey a brand's image.