331 KB0 KB201020252024Cok, LeaNalesnik, JanToroš, Ivanštevilka:1letnik:15Str. 103-119ISSN:1855-931XCOBISSID_HOST:198049539URN:URN:NBN:SI:doc-IK2YJ5I9enGEA CollegeAdvances in business related scientific research journaladjectivesadvertising credibilitynounspreferencestrustGaining insight into consumers’ choice of preferred words|This research utilizes the MaxDiff method to categorize associations with the term trust and evaluate its effectiveness in advertising messages. Statistical analysis reveals significant differences among various word linked to term trust. Adjectives like reliable, loyal, and caring emerge as the most prevalent, reflecting respondent preferences. Furthermore, 80.8% of respondents prefer adjectives over nouns in associating with trust. By employing the MaxDiff methodology, this study offers valuable insights into nuanced perceptions of trust in advertising, facilitating the development of more impactful messaging strategiesTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaGEA College