Keystrokes: A practical exploration of semantic drift in timed word association tasks.

This study investigates the phenomena of semantic drift through the lenses of language and situated simulation (LASS) and the word frequency effect (WFE) within a timed word association task. Our primary objectives were to determine whether semantic drift can be identified over the short time (25 seconds) of a free word association task (a predicted corollary of LASS), and whether more frequent terms are generated earlier in the process (as expected due to the WFE). Respondents were provided with five cue words (tree, dog, quality, plastic and love), and asked to write as many associations as they could. We hypothesized that terms generated later in the task (fourth time quartile, the last 19-25 seconds) would be semantically more distant (cosine similarity) from the cue word than those generated earlier (first quartile, the first 1-7 seconds), indicating semantic drift. Additionally, we explored the WFE by hypothesizing that earlier generated words would be more frequent and less diverse. Utilizing a dataset matched with GloVe 300B word embeddings, BERT and WordNet synsets, we analysed semantic distances among 1569 unique term pairs for all cue words across time. Our results supported the presence of semantic drift, with significant evidence of within-participant, semantic drift from the first to fourth time (LASS) and frequency (WFE) quartiles. In terms of the WFE, we observed a notable decrease in the diversity of terms generated earlier in the task, while more unique terms (greater diversity and relative uniqueness) were generated in the 4th time quartile, aligning with our hypothesis that more frequently used words dominate early stages of a word association task. We also found that the size of effects varied substantially across cues, suggesting that some cues might invoke stronger and more idiosyncratic situated simulations. Theoretically, our study contributes to the understanding of LASS and the WFE. It suggests that semantic drift might serve as a scalable indicator of the invocation of language versus simulation systems in LASS and might also be used to explore cognition within word association tasks more generally. The findings also add a temporal and relational dimension to the WFE. Practically, our research highlights the utility of word association tasks in understanding semantic drift and the diffusion of word usage over a sub-minute task, arguably the shortest practically feasible timeframe, offering a scalable method to explore group and individual changes in semantic relationships, whether via the targeted diffusion of influence in a marketing campaign, or seeking to understand differences in cognition more generally. Possible practical uses and opportunities for future research are discussed.

The language of marketing hyperbole and consumer perception-The case of Glasgow.

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 which could inform destination and brand marketing. Destination marketers have a challenge to convey the tourist destination image to attract and satisfy the expectations of its visitors. Yet destination perceptions are often the result of multiple tourist visitor experiences at a location, neglecting the voice of the resident. The extent to which word associations varied by participants' relationship to Glasgow was identified in terms of Aaker's brand personality scale, an extension of personality research on brands and destinations. Surveying of 1,219 UK participants generated a total of 5,993 terms (city; 1,144 unique) and 5,034 terms (people; 944 unique). The value of capturing the perceptions of a destination by its residents is identified. The results showed that the city of Glasgow was often described as cold and busy, while the people were primarily described as friendly and funny. Evidence was found in support of dual-processing theory suggesting word associations based on lived experiences of a city may be generated later (in terms of the order in which the terms were generated) in a word association task, while common linguistic associations (e.g. synonyms, antonyms, hierarchies etc.) tend to be generated earlier in the task. As hypothesised, analyses revealed a significant relationship between several of the Aaker-dimensions of brand personality, and the consumers' relationship to Glasgow, extending marketing research with an empirical approach to identifying differences in the perceived personality of a destination. The study offers a practical, fast, and replicable method for destination marketers to study consumer perception at scale, which is currently not widely utilised in this field. In particular, the use of semantic distance and word embeddings provides a readily available approach to automatically categorise content derived from word associations studies, or indeed, any text-based content. In contrast, financial investment in non-validated branding and destination marketing campaigns appear to be increasingly problematic. Advances were made in testing an approach to interpreting word associations through the lens of linguistic and situated simulation (LASS) theory to provide deeper analysis to both categorise and interpret consumers' perception. Traditional approaches to tourism marketing and destination branding rarely provide such a level of analytical appraisal. The analysis presented in this paper challenges the orthodoxy and validity of investment in brand and destination marketing at a city level and the potential for word association tasks to be used as a valuable alternative method to create more effective destination marketing and branding.