How does MarketVision Research measure persuasion if the advertised brand is a new product?
A.4: Any one of the three persuasion measures we typically use are appropriate for new products and line extensions. We include the brand name in the pre-viewing portion of the survey, even though respondents should have no experience with that name. Variety seeking is a shopping habit, and people will choose products they’ve never heard of before. Sometimes the product name can provide a lot of information. We want to measure the commercial effect, not the name effect. By including the name prior to viewing, if it has appeal, respondents will choose it and we will have neutralized its descriptive effect as best we can.
