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SOME SOURCES OF BIAS IN CONSUMER TESTING
Author(s) -
GACULA M.C.,
RUTENBECK S.K.,
CAMPBELL J.F.,
GIOVANNI M.E.,
GARDZE C.A.,
II R.W. WASHAM
Publication year - 1986
Publication title -
journal of sensory studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.61
H-Index - 53
eISSN - 1745-459X
pISSN - 0887-8250
DOI - 10.1111/j.1745-459x.1986.tb00169.x
Subject(s) - identification (biology) , product testing , product (mathematics) , popularity , package design , perception , advertising , marketing , business , psychology , mathematics , engineering , social psychology , botany , geometry , systems engineering , neuroscience , biology
Data sets from three studies were examined to determine the effects of brand identification and package design on consumer responses during product evaluation. In these studies, consumers evaluated products with or without brand identification, compared products in standardized conditions, and compared products in different package designs with different or identical product contents. Measurement of consumer responses for all studies was based on 9‐point hedonic scale. The results of the study showed that consumers were less critical in their evaluation when the samples being assessed were identified by brand names. Brand identification and package design, when not concealed in the comparison of product contents, resulted in consumer response bias. Also, the popularity of a brand influenced consumer's perception of products.