Script Author: Katja Borchert, Ph.D. (katjab@millisecond.com), Millisecond
Credits:
Millisecond thanks E. Hwang for collaborating on this script!
Created: January 04, 2015
Last Modified: January 02, 2025 by K. Borchert (katjab@millisecond.com), Millisecond
Script Copyright © Millisecond Software, LLC
This script implements a sample Brand Associations Reaction Time Task similarly to the one described by Till et al (2011).
Note: This template 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.
Till, B.D., Baack, D. & Waterman, B. (2011). Strategic brand associations maps: developing brand insight. Journal of Product & Brand Management, 20, 92-100.
2 minutes
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).
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
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)
to add brand names and associations: go to section Editable Stimuli and follow instructions.
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 are not original can easily be edited under section Editable Instructions.
File Name: brandassociationreactiontimetask_summary*.iqdat
| Name | Description |
|---|---|
| inquisit.version | Inquisit version number |
| computer.platform | Device platform: win | mac |ios | android |
| computer.touch | 0 = device has no touchscreen capabilities; 1 = device has touchscreen capabilities |
| computer.hasKeyboard | 0 = no external keyboard detected; 1 = external keyboard detected |
| startDate | Date the session was run |
| startTime | Time the session was run |
| subjectId | Participant ID |
| groupId | Group number |
| sessionId | Session number |
| elapsedTime | Session duration in ms |
| completed | 0 = Test was not completed 1 = Test was completed |
File Name: brandassociationreactiontimetask_raw*.iqdat
| Name | Description |
|---|---|
| build | Inquisit version number |
| computer.platform | Device platform: win | mac |ios | android |
| computer.touch | 0 = device has no touchscreen capabilities; 1 = device has touchscreen capabilities |
| computer.hasKeyboard | 0 = no external keyboard detected; 1 = external keyboard detected |
| date | Date the session was run |
| time | Time the session was run |
| subject | Participant ID |
| group | Group number |
| session | Session number |
| blockcode | The name the current block (built-in Inquisit variable) |
| blocknum | The number of the current block (built-in Inquisit variable) |
| trialcode | The name of the currently recorded trial (built-in Inquisit variable) |
| trialnum | The number of the currently recorded trial (built-in Inquisit variable) trialnum is a built-in Inquisit variable; it counts all trials run even those that do not store data to the data file. |
| 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 |
The procedure can be adjusted by setting the following parameters.
| Name | Description | Default |
|---|---|---|
Response Keys |
||
| responseKeyLeft | The left response button | "E" |
| responseKeyRight | The right response button 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 | "I" |
Timing Parameters |
||
| brandDuration | The presentation duration (in ms) of the brand name at the beginning of a trial | 750 |
| iti | Intertrialinterval in ms | 500 |
| getReadyDuration | Duration (in ms) of the get-ready-trial | 3000 |
Sizing Parameters |
||
| brandNameSize | The font height of the brand name in canvas size percentages | 12% |
| associationSize | The font height of the association name in canvas size percentages | 8% |
Position Coordinates |
||
| leftX | The assigned x-coordinate of the left response label (either yes or no depending on groupnumber) | 8% |
| rightX | The assigned x-coordinate of the right response label (either yes or no depending on groupnumber) | 92% |