___________________________________________________________________________________________________________________ BRAND ASSOCIATION REACTION TIME TASK - Template ___________________________________________________________________________________________________________________ Script Author: Katja Borchert, Ph.D. (katjab@millisecond.com) for Millisecond Software, LLC Date: 09-04-2015 last updated: 02-17-2022 by K. Borchert (katjab@millisecond.com) for Millisecond Software, LLC Script Copyright © 02-17-2022 Millisecond Software Millisecond Software thanks E. Hwang for collaborating on this script! ___________________________________________________________________________________________________________________ BACKGROUND INFO ___________________________________________________________________________________________________________________ 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 DESCRIPTION ___________________________________________________________________________________________________________________ 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 ___________________________________________________________________________________________________________________ DURATION ___________________________________________________________________________________________________________________ the default set-up of the script takes appr. 2 minutes to complete ___________________________________________________________________________________________________________________ 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: The specific Inquisit version used (the 'build') that was run computer.platform: the platform the script was run on (win/mac/ios/android) date, time: date and time script was run subject, group: with the current subject/groupnumber session: with the current session id blockcode, blocknum: the name and number of the current block (built-in Inquisit variable) trialcode, trialnum: the name and number of the currently recorded trial (built-in Inquisit variable) Note: trialnum is a built-in Inquisit variable; it counts all trials run; even those that do not store data to the data file such as feedback trials. Thus, trialnum may not reflect the number of main trials run per block. brand: the current brand tested association: the current association tested response: the participant's response (scancode of response button): 18 = E (left) 23 = I (right) responseCategory: response key 'interpretation': 'yes' (affirmative relationship of current brand with tested association) 'no' (no relationshipt of current brand with tested association) latency: the response latency (in ms), measured from onset of associations (2) Summary data file: 'brandassociationreactiontimetask_summary*.iqdat' (a separate file for each participant) inquisit.version: Inquisit version run computer.platform: the platform the script was run on (win/mac/ios/android) startDate: date script was run startTime: time script was started subjectid: assigned subject id number groupid: assigned group id number sessionid: assigned session id number elapsedTime: time it took to run script (in ms); measured from onset to offset of script 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_left: the left response button (default: "E") /responsekey_right: the right response button (default: "I") Note: the assignment of 'yes'/'no' buttons to left and right response keys is counterbalanced by groupnumber odd groupnumbers = YES on the left/ NO on the right even groupnumbers = NO on the left/ YES on the right /brandduration: the presentation duration (in ms) of the brand name at the beginning of a trial (default: 750) /iti: intertrialinterval in ms (default: 500) /getReadyDuration: duration (in ms) of the get-ready-trial (default: 3000) /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)