Unaided Vs. Aided Pick-Any Brand Image Data Elicitation

Lara Stocchi, Loughborough University, United Kingdom
Tamara Ansons, Warwick Business School, United Kingdom
We compare conventional unaided brand image measurement against an alternative, where consumers are aided in the elicitation process with prompts that facilitate the recollection of episodic information. Initial findings reveal purchase intention was higher after the alternative approach was used for those that reported using the brand in the past.
[ to cite ]:
Lara Stocchi and Tamara Ansons (2014) ,"Unaided Vs. Aided Pick-Any Brand Image Data Elicitation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 812-812.