Premium
Brand frequency and product involvement: The application of a pc‐based perceptual learning routine to psychology and marketing
Author(s) -
Marks William,
Tidwell Paula M.,
Spence Christi L.
Publication year - 1991
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220080406
Subject(s) - alphanumeric , perception , psychology , product (mathematics) , set (abstract data type) , graphics , ibm , neuromarketing , mode (computer interface) , cognitive psychology , marketing , computer science , human–computer interaction , computer graphics (images) , materials science , geometry , mathematics , neuroscience , business , programming language , nanotechnology
This article describes a set of procedures that were developed for implementing perceptual learning studies on IBM PCs. The routines permit the display of pictorial and alphanumeric graphic images in 320 × 200 graphics mode, using 4 colors from a 16‐color palette. One of the perceptual learning routines—a dot clarification routine—is applied in a study of brand frequency and product involvement as a demonstration of the usefulness of the procedure to issues in psychology and marketing. Perceptual identification was significantly faster for studied items than for nonstudied ones, for high‐frequency brands than for low‐frequency ones, and for high‐involvement products than for low‐involvement ones. None of the interactions were significant. We also discuss other potential applications of the perceptual learning procedures to issues in psychology and marketing.