Ratio Scaling of Perception vs. Image: Its Use in Evaluating Advertising Promise vs. Product Delivery

Abstract This paper examines the use of psychophysical measurement for advertising/product evaluation. By using ratio scaling (magnitude estimation) to evaluate both advertisements and products on the same scale, it becomes possible to ascertain quantitatively what the advertisement promises vs. what the product delivers. Ratings on three types of perceptual attributes were evaluated: sensory, non-evaluative attributes (fragrance intensity, sweetness, etc.); image attributes which integrate sensory reactions with prior experience (e.g., appropriateness for various age groups); and performance/purchase interest attributes (liking for product, intent to purchase). Ratings of print advertisements differ systematically from ratings of products; the amount of the differences depends upon the type of attribute being evaluated.