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								BRAND ASSOCIATION REACTION TIME TASK
SCRIPT INFO

Script Author: Katja Borchert, Ph.D. (katjab@millisecond.com) for Millisecond Software, LLC
Date: 09-04-2015
last updated:  01-14-2016 by K. Borchert (katjab@millisecond.com) for Millisecond Software, LLC

Copyright ©  01-14-2016 Millisecond Software

Millisecond Software thanks E. Hwang for collaborating on this script!


BACKGROUND INFO

											*Purpose*
This script implements a sample Brand Associations Reaction Time Task similarly to the one described by:

Till, B.D., Baack, D. & Waterman, B. (2011). Strategic brand associations maps: developing brand insight. 
Journal of Product & Brand Management, 20, 92-100.

Note: This sample works with a reduced number of brands (N = 3) and a reduced number of associations (N = 9)
To add brand names and associations: go to section Editable Stimuli below and follow instructions.


											  *Task*
Participants view brand names (e.g. Mercedes) and shortly thereafter are presented a possible association with that brand 
(e.g. expensive). They are asked to decide as fast as possible whether the association belongs to the brand (yes) or not (no).

NOTE: The assignment of yes/no to left and right response button is counterbalanced by assigned groupnumber
odd groupnumbers -> yes/left vs. no/right
even groupnumbers -> yes/right vs. no/left


DATA FILE INFORMATION: 
The default data stored in the data files are:

(1) Raw data file: 'BrandAssociationReactionTimeTask_raw*.iqdat' (a separate file for each participant)

build:							Inquisit build
computer.platform:				the platform the script was run on
date, time, subject, group:		date and time script was run with the current subject/groupnumber 
blockcode, blocknum:			the name and number of the current block
trialcode, trialnum: 			the name and number of the currently recorded trial
									(Note: not all trials that are run might record data; by default data is collected unless /recorddata = false is set for a particular trial/block) 
/brand:							the current brand tested
/association:					the current association tested
response:						the participant's response (scancode of response button)
/response:						'yes' or 'no'
latency: 						the response latency (in ms), measured from onset of associations


(2) Summary data file: 'BrandAssociationReactionTimeTask_summary*.iqdat' (a separate file for each participant)

script.startdate:				date script was run
script.starttime:				time script was started
script.subjectid:				subject id number
script.groupid:					group id number
script.elapsedtime:				time it took to run script (in ms)
computer.platform:				the platform the script was run on
/completed:						0 = script was not completed (prematurely aborted); 1 = script was completed (all conditions run)


EXPERIMENTAL SET-UP

This sample script is set up to test 3 brands with 9 possible associations. 
Till et al (2011) recommend 4-6 brands with 60-80 associations in order to create brand association maps. 

* 1 Practice Block of 8 trials (2 practice brands x 4 associations)
* 1 Experimental Block of 27 trials (3 brands x 9 associations)
- brands are tested in a mixed format, order of brands is randomly selected
- order of associations within the brands is randomly selected

Trial Sequence:
Brand Name (default: 750ms) -> Association Word (until response)

!!!NOTE: to add brand names and associations: go to section Editable Stimuli and follow instructions.


STIMULI
example stimuli provided for 3 car brands together with 9 possible associations.
These stimuli are only meant as examples not as stimuli for an actual test. 

Word Stimuli are presented in Arial font on a black background.
Brand names are presented in blue and Associations in white.
Sizing of stimuli can be adjusted via Editable Values.

INSTRUCTIONS
Instructions are not original can easily be edited under section Editable Instructions.

EDITABLE CODE:
check below for (relatively) easily editable parameters, stimuli, instructions etc. 
Keep in mind that you can use this script as a template and therefore always "mess" with the entire code to further customize your experiment.

The parameters you can change are:

/responsekey_yes:						the scancode of the "left" response button (default: 18)
/responsekeyyes_label:					the label of the "left" response button (default: "E")
/responsekey_no:						the scancode of the "right" response button (default: 23)
/responsekeyno_label:					the label of the "right" response button (default: "I")

/brandduration:							the presentation duration (in ms) of the brand name at the beginning of a trial (default: 750)
/iti:									intertrialinterval in ms (default: 500)

/brandnamesize:							the font height of the brand name in canvas size percentages (default: 8%)
/associationsize:						the font height of the association name in canvas size percentages (default: 8%)

/left_x:								the assigned x-coordinate of the left response label (either yes or no depending on groupnumber)
/right_x:								the assigned x-coordinate of the right response label (either yes or no depending on groupnumber)

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