PT  - JOURNAL ARTICLE
AU  - Kevin J. Clancy
AU  - Samuel Rabino
TI  - The Effects of Visual Enhancement on Attribute/Benefit Desirability and Brand Perception Measures: Implications for Reliability and Validity
AID  - 10.2501/S0021849907070092
DP  - 2007 Mar 01
TA  - Journal of Advertising Research
PG  - 95--102
VI  - 47
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/47/1/95.short
4100  - http://www.journalofadvertisingresearch.com/content/47/1/95.full
SO  - J Advert Res2007 Mar 01; 47
AB  - 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.