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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. Not only is little known about the reliability and validity of this common measurement practice, but there is anecdotal evidence that respondents understate the “true” import of intangible, emotional traits. To address this need, this article describes a research study designed to explore the reliability and validity of attribute/benefit desirability and brand perception measures among a cross-sectional sample of 700 adults. Its most important discovery is that the choice of stimulus (verbal versus visually enhanced attribute/benefit show cards) had little effect on desirability and brand perception ratings, even for intangible, emotional product characteristics.
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