Thinking

Approach: Script theory

A “Script” is a predetermined and stereotyped sequences of
actions held in memory as a package that define a well-known
situation, e.g., “the restaurant script”.
It offers an alternative to attitude in understanding how people
view product encounters.
Methods
Storyboard technique
Lexical decision making, etc.
Applications
Task structure
Consumer memory
Scripts for new products
 Storyboard Technique

Conventional product research concentrates on the use of the

product itself and its attributes.

However, product use often occurs within a stream of activity.

The Storyboard technique investigates the consumer’s

perception of this stream of activities.
 Basic Steps

“What separate steps do you do in this task?”

(answers written by consumer on cards)

1 2 3 Goal
 Prior and post activities

“What do you do before and after these tasks?”

Basic steps

-1 1 2 3 +4
 Sub-step details
“Are there any extra little steps that you've missed out?”

Basic steps
Before After

-1 1 2 3 +4

2.1 2.2 2.3

Sub-step details
 Alternative Steps
”Is there anything different you might occasionally do
instead of the the step you've put down?

2A

Before After

-1 1 2 3 +4

Basic steps
 Complete Storyboard

-1A Alternatives 2A

Basic steps

-1 1 2 3 +4

Before After

2.1 2.2 2.3

Sub-steps
 Storyboard Measures
Centrality: “How important is this step in achieving the goal?”

Standardness: "When you do this task how often do you do this

step?"

Distinctiveness: "How unique is this step to this step and

nothing else"
Action rules I: "What things need to be ready and present
before you can start this step?”
Action rules II: “What do you do if you do not have X?”
Sequentiality: “Put the steps in their usual order”
Error avoidance: “What can go wrong in this step, and what
would you do about it?”
Ease: “How hard is this step?”
Preference: “How much do you like this task?”
 Use of Script Activation and Measures

SCRIPT ACTIVATION

CUE
S1 S2 S3 S4 GOAL

Key Ideas:
The steps of the Script are causally linked by the Gaol
A cue from S3 will activate the whole Script in memory
This will result in faster recognition of words in S1, S2 and S4
 Objective

To study how Scripts can be put in memory so that one word

or phrase automatically causes people to think about (or
“prime”) another one.
We can measure how “priming” words cause faster
recognition of the “target” words. If this happens, we know
the Script is now in memory.

Application
Scripted phrases contain the product and how it is used
Episodic phrases contain “life style” or other messages
 Installing and testing new Script

1 Tell people stories which involve novel concepts within a

similar framework.

2 Embed a “Target” cue word within a story.

3 If the Script has been learnt, then words within that story (a
“within prime”) and another story (a ”between prime”) will
lead to faster recognition of a “Target” word compared to
unassociated control words.
 Two VAGDELLY Stories
Story 1

SCRIPT: On Tuesday Albert put on a FLIJIK at the VAGDELLY.

EPISOD: He ignored the hole in his SHOE (BETWEEN PRIME).
SCRIPT: Then he lathed up a GREX.
SCRIPT: As Albert filled it with KNILTER he felt a pain in his chest.
EPISOD: Quickly Albert got out a pill.
SCRIPT: When he felt better he took the GREX to the office.

Story 2

SCRIPT: Marie entered the VAGDELLY and put on her FLIJIK.

EPISOD: She let out a deep SIGH (WITHIN PRIME).
SCRIPT: Then she wearily made up her GREX.
SCRIPT: Marie filled it with clean KNILTER.
EPISOD: She knocked over some CUPS (TARGET).
SCRIPT: She was in no hurry to take the GREX to the office.

SCRIPT = Script action; EPISOD = Episodic action

 Recognition Priming Results

After reading the stories, people were shown seven words

and asked “Was the word in the story?”. When primes
preceeded the target, recognition was faster:

msecs Prime > Target

BETWEEN 1041 Shoe > Cups
WITHIN 945 Sigh > Cups
CONTROL 1264 Cart > Cups
NEUTRAL 1378 Cups
 Lexical Decision Making

A story is presented with the last (Scripted) line cut

off. After one second a Script related word "office", an
unrelated word "rag" or a non-word "suptot" is presented.
Subjects were asked “Is this a word or not?”

msecs
Script related word 810
Unrelated word 950
Non-word 1124
 Implications

- Understanding how consumer memory works

- Understanding how to alter product Script structures

- Installing and eliciting product Scripts

- Assess ways of presenting and establishing new product

Scripts

- Where to add new products to existing Scripts (I.e., best

memorised)
 Summary

A view has been presented which is somewhat alien to

conventional Market and Consumer Research thinking and
methods.

It brings in behaviour, human factors, and experimentation, but

often within the natural situation.

It brings in psychological theory and scientific method and

applies it to the consumer situation.

The purpose is to identify causality. Then we can bring about

change.

This is a sound and pragmatic approach, and this is how I will

be approaching research in Consumer Behaviour.