I recently wrote a letter to the editor of Acta Paediatrica, commenting on an earlier published article. That original article investigated an interesting intervention parents can easily do at home to increase their children's liking of food platings, as such potentially increasing their appetite. That original article, by Zampollo, Griffin, Wansink and Shimizu, can be read here.
There are, however, a few issues with the statistics and the interpretation of these statistics, as I explained in the commentary, which can be found here.
Tuesday, June 19, 2012
Saturday, June 9, 2012
Brand personality is often assessed in a way that does not match the way psychologists deal with the personality concept. In psychology, it is the person himself/herself that fills in a lengthy questionnaire which is then coded and results in a typology on the big five personality dimensions. In market research, brand personality is measured more often from a perceived point-of-view. Customers, or potential customers, are asked to fill in questionnaires about a brand. It is clear that the latter approach is more likely to result in an assessment of perceived brand personality or brand image, even if measures have been developed to try to focus on personality.
In a recent presentation I elaborated on this issue. Included is a case study on how it has been applied to the study of Belgian financial banks. This case study was the subject of Jules De Bruycker's master thesis at Lessius University college, jointly supervised by me and Wim Lagae.
We are currently developing the proposed toolkit to easily assess the tension between brand personality (what the corporation thinks of its own personality) and brand image (what others think of it).