The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...

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Conceptualizing, measuring, and managing customer-based brand equity

How do people know as much as they do with as little information as they get? The problem takes many forms; learning vocabulary from text is an especially dramatic and convenient case for research. A new general theory of acquired similarity and knowledge representation, latent semantic analysis (LSA), is presented and used to successfully simulate such learning and several other psycholinguistic phenomena. By inducing global knowledge indirectly from local co-occurrence data in a large body of representative text, LSA acquired knowledge about the full vocabulary of English at a comparable rate to schoolchildren. LSA uses no prior linguistic or perceptual similarity knowledge; it is based solely on a general mathematical learning method that achieves powerful inductive effects by extracting the right number of dimensions (e.g., 300) to represent objects and contexts. Relations to other theories, phenomena, and problems are sketched.

/pdf/a-solution-to-plato-s-problem-the-latent-semantic-analysis-4jfk7ozfms.pdf

A Solution to Plato's Problem: The Latent Semantic Analysis Theory of Acquisition, Induction, and Representation of Knowledge.

Part I. Experimental Studies: 2. Experiment in psychology 3. Experiments on perceiving III Experiments on imaging 4-8. Experiments on remembering: (a) The method of description (b) The method of repeated reproduction (c) The method of picture writing (d) The method of serial reproduction (e) The method of serial reproduction picture material 9. Perceiving, recognizing, remembering 10. A theory of remembering 11. Images and their functions 12. Meaning Part II. Remembering as a Study in Social Psychology: 13. Social psychology 14. Social psychology and the matter of recall 15. Social psychology and the manner of recall 16. Conventionalism 17. The notion of a collective unconscious 18. The basis of social recall 19. A summary and some conclusions.

Remembering. A Study in Experimental and Social Psychology, Cambridge (University Press) 1964.

In reporting Implicit Association Test (IAT) results, researchers have most often used scoring conventions described in the first publication of the IAT (A.G. Greenwald, D.E. McGhee, & J.L.K. Schwartz, 1998). Demonstration IATs available on the Internet have produced large data sets that were used in the current article to evaluate alternative scoring procedures. Candidate new algorithms were examined in terms of their (a) correlations with parallel self-report measures, (b) resistance to an artifact associated with speed of responding, (c) internal consistency, (d) sensitivity to known influences on IAT measures, and (e) resistance to known procedural influences. The best-performing measure incorporates data from the IAT's practice trials, uses a metric that is calibrated by each respondent's latency variability, and includes a latency penalty for errors. This new algorithm strongly outperforms the earlier (conventional) procedure.

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Understanding and using the Implicit Association Test: I. An improved scoring algorithm.

The semantic structure of texts can be described both at the local microlevel and at a more global macrolevel A model for text comprehension based on this notion accounts for the formation of a coherent semantic text base in terms of a cyclical process constrained by limitations of working memory Furthermore, the model includes macro-operators, whose purpose is to reduce the information in a text base to its gist, that is, the theoretical macrostructure These operations are under the control of a schema, which is a theoretical formulation of the comprehender's goals The macroprocesses are predictable only when the control schema can be made explicit On the production side, the model is concerned with the generation of recall and summarization protocols This process is partly reproductive and partly constructive, involving the inverse operation of the macro-operators The model is applied to a paragraph from a psychological research report, and methods for the empirical testing of the model are developed

https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.468.1535&rep=rep1&type=pdf

Toward a model of text comprehension and production.

Words known to have strong associates of a particular relational type were embedded in lists of other words with relations of the same type or in lists of words with relations of a different type (e.g.close-far in a list of other opposite pairs or in a list of synonym pairs). In free association, the probability of a response consistent with the relational context was higher than the probability of a response inconsistent with the context. In lexical decision and naming, significant priming was obtained for related pairs of words only when their relation was consistent with the relational context of the list in which they were embedded. The priming effects were obtained when the stimulus onset asynchrony between prime and target words was short (250 msec for lexical decision and 300 msec for naming), indicating that the effects were due to automatic retrieval processes. These findings point to the importance of the particular relations between words in the retrieval of information from memory, an aspect of processing overlooked by current memory models.

/pdf/conceptual-combinations-and-relational-contexts-in-free-2jffuvk7ns.pdf

Conceptual combinations and relational contexts in free association and in priming in lexical decision and naming.

Modeling Individual Differences in Response Time and Accuracy in Numeracy

Data from eight experiments on semantic verification are presented. Two procedures were used, a standard reaction time procedure and a response signal procedure. Data from the response signal procedure showed that for false category-member statements (e.g., all birds are robins), there was an increasing tendency to respond yes early in processing, replaced later in processing by an increasing tendency to respond no. For statements involving antonym relationships (all mothers are fathers), data from the response signal procedure showed that there is no greater tendency to respond yes than for anomalous statements (a chair is a wall). Results in the standard reaction time procedure could not be predicted from the results in the response signal procedure. This suggests that simple models of the semantic verification task that assume a single yes/no dimension on which discrimination is made are not correct. Some suggestions are made as to the kinds of properties that would be required for an adequate model. Research in the area of semantic memory has focused on the structure of semantic information and the processes by which subjects verify sentences expressing semantic information. Models of the processes of verification have been developed and the constructs of the models translated into experimental variables that are supposed to affect

Speed and accuracy in the processing of false statements about semantic information.

On-line lexical decision has been used to test major theoretical hypotheses about language comprehension. Contrary to several current models, A. Sharkey and N. Sharkey (1992) found that a word in a sentence did not give facilitation to an immediately following, highly associated test item. In this article it is shown that such facilitation can be obtained. Other theories have proposed that syntactic processes supply antecedents for implicit anaphors. In using a test item that was an associate of the antecedent of the anaphor, the authors were unable to replicate previous findings of facilitation at but not before the site of the anaphor. Across 9 experiments, obtaining facilitation depended on the choice of control condition. This dependency raises questions about previous on-line lexical decision results that have been used to support the immediacy of syntactic processing.

Testing theories of language processing: an empirical investigation of the on-line lexical decision task.

An interpersonal verb such as annoy or admire can be categorized according to whether its grammatical subject or grammatical object initiates the interaction described by the verb Such a verb can also be categorized according to whether a derived adjective describes its grammatical subject (e g, annoying) or its grammatical object (e g, admirable) Although there has been much speculation (e g, Brown & Fish, 1983) that these and other characteristics of these verbs shed light on basic principles of human social interaction, we argue that research to date has failed to demonstrate directly any real-time consequences of these verbs during language comprehension We present evidence that the initiating-reacting distinction predicts on-line changes in the accessibility of these verbs' arguments, but that the existence of a derived adjective does not We conclude that tasks that question subjects explicitly about language may fail to reflect the ordinary processes of language comprehension

Gail McKoon

Papers

Conceptual combinations and relational contexts in free association and in priming in lexical decision and naming.

Modeling Individual Differences in Response Time and Accuracy in Numeracy

Speed and accuracy in the processing of false statements about semantic information.

Testing theories of language processing: an empirical investigation of the on-line lexical decision task.

Telling Something we can't Know: Experimental Approaches to Verbs Exhibiting Implicit Causality