Abstract: Consumer researchers frequently use semantic scale profiling to assess the meaning of verbal elements and conjoint analysis to assess the contribution of verbal elements to consumer interest. This paper extends those analyses to pictures, and shows (through a post hoc analysis) how the components of pictures used in a conjoint measurement task drives purchase intent, and communication. As elements of concepts, pictures differ from one another in their utility values and communication profiles. These picture-to-picture differences can be traced in part to the presence of 11 key components of a picture (e.g., people versus coffee product). Those features of pictures play different roles, depending upon the country in which the study is run. The data and analysis for this paper come from a post-hoc analysis of the semantic profiles and utilities of 38 pictures, used in a larger scale conjoint analysis study of coffee.
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