University of Southern California

Project Description

Brand Attitude Change through Product Exemplar and Prototype

Project Abstract

Consumers´┐Ż knowledge of a brand may be centered on either product exemplars or prototype of the brand. Building on the theories on categorization, the study examines whether exemplars and prototype can differentially influence changes in attitude toward the brand. In order to select either favorably or unfavorably perceived product exemplars of a brand, we should first figure out consumers´┐Ż existing attitudes toward product exemplars. Therefore, in this survey we ask respondents to answer their familiarity and opinions about the brand and product exemplars of a variety of brands.

Surveys released for this project:
exemplar study 300
QuestionPro Feature Survey (A) - COPIED [wlywyuvut 20
QuestionPro is FREE for Academic Research

This Project Sponsored by: QuestionPro - Web Survey Software
See Research Sponsorship for more information.