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dc.contributor.authorSparks, Beverley
dc.contributor.authorPerkins, Helen
dc.contributor.authorWang, Ying
dc.contributor.authorMattsson, Jan
dc.date.accessioned2012-08-27
dc.date.accessioned2013-09-24T22:24:19Z
dc.date.accessioned2017-03-01T22:25:53Z
dc.date.available2017-03-01T22:25:53Z
dc.date.issued2012
dc.date.modified2013-09-24T22:24:19Z
dc.identifier.issn0020-7594
dc.identifier.urihttp://hdl.handle.net/10072/53304
dc.description.abstractApplied 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.
dc.description.peerreviewedNo
dc.description.publicationstatusYes
dc.languageEnglish
dc.publisher.urihttp://www.icp2012.com/
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofconferencenameInternational Congress of Psychology
dc.relation.ispartofconferencetitleINTERNATIONAL JOURNAL OF PSYCHOLOGY
dc.relation.ispartofdatefrom2012-07-22
dc.relation.ispartofdateto2012-07-27
dc.relation.ispartoflocationCapetown, South Africa
dc.relation.ispartofpagefrom176
dc.relation.ispartofpagefrom1 pages
dc.relation.ispartofpageto176
dc.relation.ispartofpageto1 pages
dc.relation.ispartofvolume47
dc.rights.retentionY
dc.subject.fieldofresearchMarketing research methodology
dc.subject.fieldofresearchCognitive and computational psychology
dc.subject.fieldofresearchApplied and developmental psychology
dc.subject.fieldofresearchSocial and personality psychology
dc.subject.fieldofresearchcode350606
dc.subject.fieldofresearchcode5204
dc.subject.fieldofresearchcode5201
dc.subject.fieldofresearchcode5205
dc.titleUsing multi-method measures in consumer research investigating eye-tracking, electro-dermal activity and self report.
dc.typeConference output
dc.type.descriptionE3 - Conferences (Extract Paper)
dc.type.codee3
gro.facultyGriffith Business School
gro.date.issued2012
gro.hasfulltextNo Full Text
gro.griffith.authorSparks, Beverley A.
gro.griffith.authorPerkins, Helen E.
gro.griffith.authorShao, Wei D.


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    Contains papers delivered by Griffith authors at national and international conferences.

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