Gaining insight into consumers’ choice of preferred words
Lea Cok
Faculty of Advanced Social Studies, Slovenia
lea.cok@gmail.com
Jani Ivan Toroš
GEA College – Faculty of Entrepreneurship, Slovenia
jani.toros@gea-college.si
Jan Nalesnik
GEA College – Faculty of Entrepreneurship, Slovenia
jan.nalesnik@gea-college.si
Abstract
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