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  1. Artificial, cheap, fake: Free associations as a research method for outdoor billboard advertising and visual pollution.Marek Urban, Dany Josué Vigil Avilés, Miloš Bojović & Kamila Urban - 2020 - Human Affairs 30 (2):253-268.
    The free association method is often employed in marketing research to investigate perceptions of a particular product or brand in different socio-cultural groups of customers. In our research, international and domestic students produced free associations in response to photographs of outdoor billboards from two different locations in one city (city centre and outskirts). The results indicate that free associations can depict qualitative aspects of outdoor billboards like poor quality (relating to the categories of amateurish and fake), problematic content (relating to (...)
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  • What Do You Mean by Trust? The Free Associations of the Word “Trust”.Jana Tencerová, Zuzana Kaššaiová & Branislav Uhrecký - forthcoming - Human Affairs.
    The notion of trust has been discussed among several scientific fields, but it still lacks the joint theory. The goal was to analyze the trust associations of 600 participants and clarify how people associate the word “trust”. Overall, 600 participants produced 1800 associations which were sequentially divided into five domains and 14 categories. The findings imply, that when it comes to trust people tend to associate it mainly with relationships and positive emotions. The fact that associations involved mainly positive emotional (...)
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  • Non-expert views of compassion: consensual qualitative research using focus groups.Jana Koróniová, Júlia Halamová & Martina Baránková - 2019 - Human Affairs 29 (1):6-19.
    Although the research on compassion is growing, there is a lack of knowledge about how non-expert people perceive compassion. Therefore, the aim of the study was to explore compassion from the perspective of non-experts. Our sample consisted of 56 non-expert participants in 10 focus groups and we conducted a Consensual Qualitative Research analysis with two members of a core team and one auditor. In general, compassion was described as a mixture of non-specified positive emotions and specified negative emotions. Compassion was (...)
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  • Consensual Qualitative Research on Free Associations for Criticism and Self-Criticism.Jana Koróniová, Bronislava Strnádelová, Martina Baránková, Petra Langová & Júlia Halamová - 2020 - Human Affairs 30 (3):365-381.
    Criticism and self-criticism have far reaching impacts on wellbeing and emotional balance. In order to create better interventions for criticism and self-criticism, more in-depth knowledge about these two constructs is required. The goal of our study was to examine three associations for criticism and self-criticism. The data were collected from a sample of 151 psychology students: 114 women and 37 men (Mean age 22.2; SD 4.4). We were interested in the associations participants would produce in relation to criticism and self-criticism, (...)
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