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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: 11-07-2019 by K. Borchert (katjab@millisecond.com) for Millisecond Software, LLC
Script Copyright © 11-07-2019 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_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)