Name associations

Following the use of a few practice words, the respondent is required to associate freely with the test name by giving all the thoughts and ideas that occur after hearing the name. Time for response and verbatim response are both recorded. The length of time taken to respond is thought to indicate blocking or emotional response to the name. Content analysis of verbatim responses indicates positive or negative associations, related or unrelated imagery, and any spontaneous expectations about the product, arising from the use of a particular name.

Further product expectations that might be associated with the name can be generated by reading the test names and asking respondents to suggest what kind of products they might be names for.

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