ABSRJ 2024 Volume 15, Number 1

Gaining insight into consumers’ choice of preferred words

Lea Cok
Faculty of Advanced Social Studies, Slovenia

Jani Ivan Toroš 
GEA College – Faculty of Entrepreneurship, Slovenia

Jan Nalesnik
GEA College – Faculty of Entrepreneurship, Slovenia




This research utilizes the MaxDiff method to categorize associations with the term trust and evaluate its effectiveness in advertising messages. Statistical analysis reveals significant differences among various word linked to term trust. Adjectives like reliable, loyal, and caring emerge as the most prevalent, reflecting respondent preferences. Furthermore, 80.8% of respondents prefer adjectives over nouns in associating with trust. By employing the MaxDiff methodology, this study offers valuable insights into nuanced perceptions of trust in advertising, facilitating the development of more impactful messaging strategies.

Keywords: trust; advertising credibility; preferences; adjectives; nouns

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