of same valued product in different medium conditions reveal how the buying medium influences consumers’ decision making.
Stroop task is a good measurement of psychological conflict. The longer response time (RT) means more serious conflict in subject mind. Therefore we assume time which is taken until consumers decide whether buying or not target product would be influenced by buying media.
subjective experience that thoughts are racing ⑤ distractibility
(i.e., attention too easily drawn to unimportant or irrelevant external stimuli) ⑥ increase in goal-directed activity
(either socially, at work or school, or sexually) or psychomotor agitation ⑦ excessive involvement in pleasurable activities that have a high potential for
painful consequences (e.g., engagi
Performing Experiment 1
All 12 subjects performed our experiment. However, 3 files which contained the responses of 3 people were including errors. For that reason, we analyzed 9 files of our experiment, using ANOVA with SAS.
Results of Experiment 1
According to ANOVA data, RT was significantly different from those 2 conditions, replicated and switched. The mean RT was about 764ms in re
Ⅲ. 실험방법 Experiments
Ⅲ-1. 피실험자 Subjects
피실험자를 선정함에 있어서 다양한 연령으로 구성하지 않고 단기 기억이 가장 활성화되어 있는 20대 학생들 (25살 전후의 나이에서 최상의 기억력을 갖는다. - Brain Science Journal, 2004 ; subject 의 선택에 대해서는 “토의”에서 다시한번 다루기로 한다.)