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								BRAND ASSOCIATION REACTION TIME TASK - Template
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Script Author: Katja Borchert, Ph.D. (katjab@millisecond.com) for Millisecond Software, LLC
Date: 09-04-2015
last updated:  03-06-2020 by K. Borchert (katjab@millisecond.com) for Millisecond Software, LLC

Script Copyright © 03-06-2020 Millisecond Software

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

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BACKGROUND INFO 	
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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.

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TASK DESCRIPTION	
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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

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DURATION 
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the default set-up of the script takes appr. 2 minutes to complete

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DATA FILE INFORMATION 
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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
script.sessionid:					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)

computer.platform:					the platform the script was run on (win/mac/ios/android)
script.startdate:					date script was run
script.starttime:					time script was started
script.subjectid:					assigned subject id number
script.groupid:						assigned group id number
script.sessionid:					assigned session id number
script.elapsedtime:					time it took to run script (in ms); measured from onset to offset of script
script.completed:					0 = script was not completed (prematurely aborted); 
									1 = script was completed (all conditions run)

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EXPERIMENTAL SET-UP 
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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.

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STIMULI
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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.

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

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EDITABLE CODE 
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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)