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  • Using multi-method measures in consumer research investigating eye-tracking, electro-dermal activity and self report.

    Author(s)
    Sparks, Beverley
    Perkins, Helen
    Wang, Ying
    Mattsson, Jan
    Griffith University Author(s)
    Sparks, Beverley A.
    Perkins, Helen E.
    Shao, Wei D.
    Year published
    2012
    Metadata
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    Abstract
    Applied research is frequently compromised by the limitations associated with using a single source to measure complex dependent variables, such as affective and motivational phenomena. In the field of consumer psychology, customer evaluations are almost universally assessed via self reports. The limitations and biases associated with this data source are well known. This presentation reports on a study that uses a novel triangulation approach to the measurement and analysis of attentional and affective responses to tourism promotional material. The approach comprises two psychophysiological technologies (eye-tracking and ...
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    Applied research is frequently compromised by the limitations associated with using a single source to measure complex dependent variables, such as affective and motivational phenomena. In the field of consumer psychology, customer evaluations are almost universally assessed via self reports. The limitations and biases associated with this data source are well known. This presentation reports on a study that uses a novel triangulation approach to the measurement and analysis of attentional and affective responses to tourism promotional material. The approach comprises two psychophysiological technologies (eye-tracking and electrodermal activity) as complements to more traditional self-report data. Two short promotional videos were used as stimulus materials in a study seeking to better understand potential consumer responses to such material. Respondents (N = 10) viewed video material presented on an eye-tracking screen while wearing an unobtrusive wrist-band measuring electrodermal activity. On conclusion of the video, respondents completed a self-report questionnaire. The modest associations obtained through these three sources of data are viewed as a positive outcome in that electrodermal activity (arousal), direction of gaze (interest), and self-reports (hedonic tone) are viewed as important and complementary components of consumers’ responses. The presentation explores the use of complementary data to assess attentional and affective responses, as well as the advantages and challenges associated with this triangulated approach.
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    Conference Title
    INTERNATIONAL JOURNAL OF PSYCHOLOGY
    Volume
    47
    Publisher URI
    http://www.icp2012.com/
    Subject
    Marketing research methodology
    Cognitive and computational psychology
    Applied and developmental psychology
    Social and personality psychology
    Publication URI
    http://hdl.handle.net/10072/53304
    Collection
    • Conference outputs

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