In other words: Glasgow (Perception through Word Associations)

Sean MacNiven, J. John Lennon, Julie Roberts and Maxime MacNiven

No yfaw2, OSF Preprints from Center for Open Science

Abstract: The aim of the study was to explore the potential of a timed word association task to generate detailed insights into the perception of Glasgow city and its people. The study investigated qualitative differences between earlier and later associations, based on grounded cognition theory. The extent to which word associations varied by participants’ relationship to Glasgow is identified, in terms of Aaker’s brand personality scale. Surveying of 1,219 UK participants generated a total of 5,993 terms (city; 1,144 unique) and 5,031 terms (people; 917 unique) and supported both preregistered hypotheses. Subsequent exploratory analyses suggested branding attempts have had a low impact on visitor, non-visitor, and resident perceptions, challenging prior investment in destination marketing. Finally, the study contributes to theory (dual processing theories in psychology; Linguistic and Situated Simulation), and offers a practical, fast, and replicable methodology for destination marketers to study perception.

Date: 2023-02-24
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:yfaw2

DOI: 10.31219/osf.io/yfaw2

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