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Coulter, et al.
Understand impressions of advertising Economic effects of advertising
Better products and promotion of competition Most consumers don’t believe advertising lowers
prices Personal uses of advertising
Source of information about products, social rules, lifestyle imagery
Source of personal enjoyment Societal effects of advertising
Encouraging materialism and unnecessary purchases Corrupting society’s values
Qualitative research Zaltman Metaphor Elicitation Technique
(ZMET) Two hour depth interviews Greater Boston area 6 men, 8 women in a stratified sample
Gender, age, income, occupation Photos as stimuli
Brought by respondents Reflecting their views of value of advertising
1. Storytelling2. Missed images3. Kelly Repertory grid and ladering4. Sensory images5. Vignette6. Summary image
Respondent asked how each picture related to his or her impressions of value of advertising
Respondents asked if there were any perceptions about advertising for which the respondent couldn’t find an image to bring
Respondents asked to describe that impression and an image that would illustrate it
Kelly established Repertory Grid in 1963 Complicated five step process for respondents Step 1 – explain to the respondent Step 2 – focus the respondent on the subject
area Step 3 – list their first group of ideas on the x
axis (between 6 and 36 ideas) and select 3 to start
Step 4 - Which two seem most alike (check) with answer in pair column and different from the third (X) with answer in single column; iterate through all combinations of numbers
Laddering relates product attributes (A) to consequences (C) to Values (V)
Typical ladder for snack chips might be:
Flavored chip (A) > strong taste (A) > eat less (C) > don’t get fat (C) > better figure (C) > self-esteem (V)
Triadic sorting (Kelly, 1955) Provide respondent with sets of 3 products
and ask about differences and commonalities Preference-consumption differences
Respondents say why they prefer their brand to second place or third place brands
Differences by occasion Examine the context of the stimulus (dinner,
restaurant, etc.)
Respondents really don’t “know” the answer Higher levels of the ladder become too
sensitive for respondents to want to continue To remove blocking, use different techniques
Role playing or third person projection Interviewer reveals personal fact that makes
respondent feel less inhibited by comparison Make note of problem area and return later
This leads to hierarchical value map for analysis
Respondents use their different senses to describe their impressions of advertising Much more affective than cognitive
Sensory metaphors can be a way of uncovering unconscious thoughts (Lakoff, 1993)
Respondents asked to imagine a short movie that would describe their thoughts and feelings about advertising
Composite image of thoughts and feelings about the subject area
Graphic artist composited a full summary from the respondent instructions
Respondent then interpreted the composite image
Develop thematic metaphors (Table 1) Abstract the thematic metaphors to
conceptual metaphors (labels) Group the conceptual metaphors and
thematic metaphors into deep metaphors Deep metaphors are fundamental
orienting concepts that can serve as an organizing framework