The Effects of Visual Enhancement on Attribute/Benefit Desirability and Brand Perception Measures: Implications for Reliability and Validity

Advertising, marketing, and public opinion researchers routinely query survey respondents about tangible and intangible product attributes and benefits along two dimensions: desirability or importance and brand perceptions.

The Effects of Visual Enhancement on Attribute/Benefit Desirability and Brand Perception Measures: Implications for Reliability and Validity

Kevin J. ClancyCopernicus Marketing Consulting and ResearchSamuel RabinoNortheastern University

A CRITICAL MARKETING RESEARCH PROBLEM

Though academics and marketing research practitioners routinely investigate consumer needs and brand/product perceptions using some variant of "attribute/benefit" research (cf. Haley, 1968; Hossain et al., 2003), virtually nothing is known about the reliability and validity of these measures. The practitioners' discovery that attributes and benefits that test poorly (i.e., are perceived as relatively undesirable) may, in ...

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