What type of brands profit from CMA?
An experimental study on the effects of brand type and brand awareness
on ad attitude.
Tom de Groot Student number: 10338349
Thesis project Persuasive Communication Supervisor: Mw. dr. L. Salome
January 16th 2016 Word count: 5478
Abstract
Building on the work of a number of studies on creative media advertisement (CMA), this study aims at finding out what brands profit the most from adapting a creative media advertisement strategy in their marketing campaign. This study proposes that brands that produce physical products will have a more positive effect on ad attitude than service providing brands. Furthermore, the difference in terms of brand awareness and the positive effect on ad attitude and the interaction effect with the type of product is analyzed. The hypotheses in this study are not supported. This provides insights to marketing and
advertising professionals that CMA is a useful tool no matter the brand awareness or type of brand. Furthermore, this study provides clear insight in directions for future studies that can be of both scientific relevance and yield managerial value.
Introduction
A beer mug depicted on lamp posts and telephone poles with an added handgrip to them to promote Oktoberfest, steaming sewer puts to promote hot coffee and elevators to promote energy drinks are just a handful of examples to describe the advertising phenomenon called creative media advertisement or CMA in short. Today people are being exposed to a great number of persuasive advertising attempts coming at them from every direction and in every imaginable form. Creative media advertisement is yet another slightly new technique to reach an advertisement-tired group of consumers (Dahlén, 2005; Hutter, 2015). Creative media advertisement, given its unconventional use of media to convey a message, seemed like the perfect option to grab the attention of consumers and to stand out between the more
expensive traditional advertisement methods (Dahlén, 2005; Hutter & Hoffmann, 2014). Something can be called creative media advertising when it is an advertisement that is featured on a non-traditional medium and that this medium shows congruency with the message the brand wants to portray (Dahlén, 2005; Eelen, Rauwers, Wottrich, Voorveld, & van Noort, 2016). Non-traditional media, to name a few, could be elevators, telephone poles and straws. These are media that are not used before for advertisement opportunities. Traditional media on the other hand are billboards, television, newspapers, etc. To further explain the need for congruency in medium and message an example can best be used for illustration. When advertising yoga classes it would be creative to think of a way to advertise on the lids that cover up the sewage systems in big cities. However, this would not make much sense and would not be called CMA, since the lids and yoga don not have much in common. If the same yoga classes would find a way to advertise on straws and the associations of flexibility are transferred from the bending part of the straw to the yoga classes company, this can be called CMA.
According to the existing literature on creative media advertisement, using CMA compared to traditional forms of advertising results in a more positive ad attitude (Dahlén, 2005; Dahlén, 2009; Hutter, 2015). However, these studies did not clearly indicate the difference between different types of brands and/or products. Therefore no practical or managerial conclusions can be drawn specifically for certain product groups. It can be expected that certain types of brands, when implementing creative media advertising, benefit to a greater extent than others. For example, a brand that produces physical products could be expected to benefit more from CMA than a brand that provides a service and does not produce physical objects.
Dahlén (2005) explains this by pointing out that the link between the medium and the brand must be easy to comprehend. It is expected that service providing brands hold less obvious cues than product producing brands. Therefore, making it harder for service providing brands to transfer these cues to an unconventional media type as there is no information that can be used to create a new link in the memory of the consumer (Fransen, Verlegh, & Kirmani, 2015). This study will aim to create an understanding of how well CMA works based on type of brand. The type of brand will be split up into brands that produce goods opposed to brands that provide services.
Next to that, research in relation to the impact of creative media advertising and brand awareness on ad attitude has not yet provided us with one clear answer. The findings on the matter are divided (Eelen et al., 2016). Therefore, a greater understanding as to how well implementing CMA works for different levels of brand awareness (low vs. high) can provide useful information for both scientific and managerial purposes. Because of this, this study will focus on both the effects of the type of brand and the brand awareness on ad attitude. To both offer more precise guidelines for managers and to give insights in the differences in terms of type of brand (service/product) and brand awareness (low/high) the following research question was developed:
RQ: What effect does the type of brand (products vs. services) and brand awareness (low vs. high) have on ad attitude in CMA campaigns?
Theoretical Framework
This study focuses on the effect of the type of brand and brand awareness on the
effectiveness of creative media advertisements. Ad attitude has been chosen to measure this effect instead of brand attitude, because ads for brands that are not known would cause a positive effect on brand attitude due to the attitude being non-existent before exposure (Kent & Kellaris, 2001). This could cause results that are out of proportion and that do not depict the underlying effects this study is after.
Since previous studies have proven a positive effect of CMA on ad attitude when compared to traditional media advertisements (Dahlén, 2005; Dahlén & Edenius, 2007; Hutter, 2015), no further research on the difference between CMA and TMA will be conducted. The
absence of research done towards the difference in effects of various types of brands made for a good subject for this study. Using too many types of brands would make this study too complex. Especially since research on this particular subject is in the exploring phase. Therefore, it seemed a good fit to focus mainly on a brand that produces products and a brand that provides services due to the difference in the presence of information cues between the two (Abernethy & Butler, 1992). It is expected that brands that produce goods have a more positive effect on the ad attitude when a CMA campaign is used. This
expectation comes forth from the idea that physical products will provide more memorable cues than services. These cues can be used to make the unconventional media type convey the message by links to these visual cues (Dahlén et al., 2009). The process, compared to that of products, is believed to be more difficult to achieve with services. Also this process is believed to rely more heavily on deeper thoughts about the service that can be transferred to the medium (Abernethy & Butler, 1992). Therefore, it seems more knowledge about the brand is needed to interpret CMA campaigns run by service providing businesses opposed to brands that produce products. Both types of products were chosen using the FCB grid
model. This model makes a distinction between low and high involvement types of brands (Vaugh, 1986; Ratchford, 1987). Both the product producing and the service providing brand were chosen from the high involvement category to keep this variable stable. Another reason for using the high involvement brand category for both brands, is that due to high
involvement people will be able to transfer the knowledge they have about the features of a certain product or service to the unconventional media type.
H1: Brands that produce products have a more positive effect on ad attitude than brands that provide services.
Brand awareness has been researched in relation to ad attitude in recent studies (Jurca & Madlberger, 2015; Levinson, 2007). However, these studies were performed from a more guerillia marketing and ambient marketing point of view. Therefore, they can only be used to give direction to see if similar effects exist within creative media advertisement. How well known a brand is would make for an important and interesting factor for managers to decide if or if not to implement CMA within their marketing strategy. Especially, when linked to specific brand categories. The link between brand awareness and CMA can best be described using the human associative theory (Anderson & Bower, 1974). The human associative theory describes how a range of concepts are made accessible when a person is exposed to a brand. These concepts are linked by associations with the brand. Certain words and/or attributes of a brand directly come to mind when thinking of well-known brands. For example when thinking of Coca-Cola the color red seems like an instant link to the brand. Also there is a strong link to Christmas due to the frequent advertising that is done by the brand around this festive time of the year. Other words that could be used to describe the brand and are associations with the brand are for example: sparkling, pop and soft drink. When looking at the words that are associated with brand it appears that they form a picture of the brand and are recalled when thinking of or seeing the brand. When people are
exposed to a brand they know, these associations come to mind and are activated. However, when being exposed to a brand a consumer does not know, there are no existing
associations that come to mind that can be linked to the non-conventional medium (Osselaer & Janiszweski, 2001; Schmitt, 1994). This can be a challenge for understanding creative media advertisements since they draw heavily on the recognizability of certain aspects of the brand that need to be represent by and/or linked to the unconventional media type (Dahlén, 2005; Eelen et al., 2016). Therefore, brands with a high level of brand awareness are expected to have a more positive effect on ad attitude compared to low level brand
awareness brands due to the already existing knowledge about well known brands and their attributes/associations (Eelen et al., 2016; Dahlén et al., 2009; Campbell & Keller, 2003).
H2: High awareness brands have a more positive effect on ad attitude than low awareness brands.
It is wise to also take the interaction effect of the type of brand and brand awareness on ad attitude in consideration. The reason for this is that brands are always either a service or products and have a low or high brand awareness. In other words, the two independent variables do not exist just next to each other but share a deeper bond.
Percy and Rossiter (1992) claim that there is a different effect of brand awareness on ad attitude based on the type of brand. Although the study by Percy and Rossiter (1992) was
conducted based on traditional media advertising it gives support to the relevance of researching the interaction between the two variables in terms of their effect on ad attitude
H3: There is an interaction effect between type of brand and brand awareness that has a positive effect on ad attitude.
Method
The research method of choice for this study will be an experiment. As the main goal of this research is to show the effect of the types of brand used and brand awarness in creative media advertisement on ad attitude, an experiment is the most logical choice. An experiment is the only way to prove that there is a causal relation between variables. Since this is the goal of the study, this research method was chosen for this study. The type of brand and the level of brand awareness were manipulated in this study to test for the effect of both
variables on the dependent variable ad attitude. Participants were shown pictures of creative media advertisements before filling out questions about their attitude towards the ad they had been exposed to.
Pretest
In order to construct an experiment with brands of both low and high brand awareness to form the independent variable a pretest was set up. This pretest showed participants one real toothpaste brand (Prodent), one fictional toothpaste brand (DentaFlex), a real adult education brand (LOI) and a fictional adult edacution brand (DeNederlandseSchool). This was directly followed by questions testing if people knew the brand, thought it to be a popular brand.
Design
The pretest featured a 1-factorial within subjects design with brand awareness as an independent variable. Brand awareness was measured after people were exposed to the logo of a brand. The pretest was executed as an online experiment to show and compare differences between stimuli.
Sample
Due to time restraints a convenience sample was chosen for this pretest. The desired sample size for the pretest was set at 10 participants. This seemed to be enough also given the fact that the pretest had a within subjects design. Eventually 13 participants did partake in the pretest from which 1 was excluded for not completing the whole pretest. Overall, data belonging to 12 participants was used in the analysis for the pretest. The pretest was
distributed among last year communication science bachelor students, aged 20 till 26, at the University of Amsterdam. They were sent the link to the online experiment by mail.
Procedure
Participants were sent a link to Qualtrics by the researcher via mail. At first, the participants were informed about the flow of the experiment. On the second page of the online
experiment the questions concerning brand awareness began. Every page contained a picture of the brands their logo after which a total of six closed questions about the depicted brand were asked. Participants had to answer one open question concerning the product produced by the depicted brand before continuing to the next brand and questions. After all four brands were shown and the questions were answered the participants were thanked for their time and participation.
To look at the difference between both physical products and service products two brand types were chosen, toothpaste and adult education. Since using more product categories would ask for a lot more participants; the effect of different brand types was not yet scientifically proven, there was chosen to limit this experiment to just two brand types. Toothpaste and adult education were chosen as the two types of product by using the FCB grid model (Vaughn, 1986; Ratchford, 1987). Two high involvement brands were chosen to keep the variable involvement stable. To look at the difference in brand awareness per brand type one existing brand was used for both toothpaste and adult education. These two high brand awareness brands were Prodent (toothpaste) and LOI (adult education). Next to the two existing brands, a new brand was developed for both brand types to serve as the low brand awareness brands. The non-existing brands were DentaFlex (toothpaste) and DeNederlandseSchool (adult education).
Results
The results for brand awareness for both adult education brands were in accordance with the predicted outcome. To test the difference in brand awareness between the two adult
education brands, a scale was constructed from the five questions that were posed in the pretest experiment. A paired sample t-test was then conducted to analyze these two brands their brand awareness and to test for a significant difference between the two. In the adult education type of brand category, the brand that was created for this research, namely DeNederlandseSchool, scored significantly lower (M = 1.62, SD = 0.58) on brand awareness than the existing brand LOI (M = 5.78, SD = 0.51), t(10)=17.07, p < .001, 95% CI [3.65, 4.58];
d = 7.62. This proves that DeNederlandseSchool can be considered to be a brand with a low
level of brand awareness. On the other hand, that LOI can be seen as a brand with a high level of brand awareness.
In the second type of brand category, toothpaste, another paired sample t-test was run to check the difference in mean for the brand awareness scores for both DentaFlex and Prodent. There appeared to be a significant difference between existing brand Prodent (M =
6.65, SD = 0.47) and created brand DentaFlex (M = 1.65, SD = 0.75), t(10)=18.92, p < 0,001, 95% CI [4.41, 5.59]; d = 7.99.
This makes both brands suitable to use in further research to the effect of brand awareness on ad attitude in the main study.
Stimulus development
After the described brands were tested in a pretest to see if they represented the right level of brand awareness in their type of brand, a total of four CMA advertisements were created as stimuli for the main experiment. All stimuli consisted of photos that showed the creative media advertisements. The toothpaste brands logos were depicted on one of the white lines of a pedestrian crossing resembling the whiteness of your teeth using the toothpaste would result in. Only the logo of the brand was different for both toothpaste advertisements. For the adult education brands a text was placed on top of a high crane building a skyscraper asking for people if they would want to “grow”. Also the logo of the brand was depicted next to the question and was the only difference in both advertisements for adult education. All other variables in the stimuli were kept stable to the best ability of the researcher. All stimuli can be found in the attachment.
Main study
Design
A 2x2 between-subjects design was used to conduct the experiment that makes up the main study of this research. Every participant was exposed to two pictures of a creative media advertisement, one picture of the toothpaste ads and one of the adult education ads (For an overview of the stimuli material see the online questionnaire in the attachments). The study used pictures instead of exposing people to the real advertisement in order to reach a larger number of people more easily and was the best possible option taking into account the costs. Also a number of other studies on CMA found that using a similar tactic was successful for measuring the effect of CMA (Dahlén, 2005; Dahlén, 2009; Hutter, 2015). Participants were first shown a picture of one of the two toothpaste brands (low vs high brand awareness) followed by questions concerning the ad attitude. Then, they were shown a picture of one of the two adult education brands (low vs. high brand awareness). After being exposed to this second advertisement the ad attitude was measured again.
Due to the way this experiment was set up it can be called a mixed design as it both is a between and a within subjects design. This design was chosen for convenience as it helps gather enough data required for analysis.
Sample
After closing the online experiment, the data of 217 participants was collected. However, not all participants had finished the experiment. In total 165 participants had completed the entire online experiment. From these 165 participants, 6 people had indicated that they had not been able to see the stimuli well or not at all due to technical problems. These people were removed from the sample. Thus, a total of 159 participants were used for this research. Participants had an average age of 32.82 years (SD = 14.25). Most participants were female (66%). Of all participants the most had finished or were currently studying for a university bachelor or master (High school 8.2%, MBO 13.8%, HBO 35.8%, WO 42.1%).
Participants were selected by using a convenience sample. The online experiment was distributed by sharing the link to the experiment via Facebook and by inviting people directly via Facebook messenger messages where they were sent a direct link to the online experiment.
Procedure
Participants were shown an informed consent message at the start of the experiment after which they needed to verify that they were eighteen years of age or older to continue with the experiment. The informed consent also clearly stated that participants agreed to be aware of the purpose of the experiment. And that their data could be used anonymously for scientific publication. After accepting the informed consent the real experiment would commence. At first, participants were exposed to one of the two conditions in which they were shown ads by one of the toothpaste and one of the adult education brands (toothpaste/low brand
awareness or adult education/high brand awareness, etc).
After being exposed to one of the two toothpaste advertisement conditions the participants were asked to answer a set of questions that measured the ad attitude. The same happened after the participants were exposed to one of the two adult education advertisement conditions. Ad attitude was measured by the use of a preexisting scale developed by Hutter and Hoffman (2014) and Hutter (2015). This scale consists out of three items that were measured with 7-point likert scale closed questions ranging from “totally disagree” up to “totally agree”. Questions belonging to this scale measured the likeability, quality and appeal of the ads shown. The factor analysis that was conducted using these three items showed one component (EV = 2.45; R2 = 0.81). Therefore, the scale for ad attitude was constructed out of all three items and tested for reliability. The scale for ad attitude proved to be very reliable (Cronbach’s α = 0.89; M = 4.16; SD = 1.43). The reliability of the scale could not be improved by deleting items.
After completing the experiment all participants were asked if they had experienced any problems during the experiment. This was done to ensure every participant had seen the manipulation material and the data gathered was a result of the advertisements used as stimuli and not just randomly filled in due to a technical failure. People who filled in that they had experienced issues during the experiment were not used in the analysis of this research. At the end of the experiment everyone was thanked for their participation and were debriefed before leaving the online experiment.
Plan for analyses
Since the dependent variable was measured on an interval level and both independent variables can be analyzed as dichotomous variables, one ANOVA will be run to check for the effect that type of brand has on ad attitude and the effect brand awareness has on ad
attitude. By using the ANOVA the effects of the two independent variables on ad attitude (H1 & H2) as well as the interaction effect (H3) can be analyzed. There will be no analysis to check for a possible moderating or mediating effect for one of the independent variables, as this is not the aim of this study. Before the ANOVA will be run, the demographic data will be analyzed to see if certain factors need to be taken into account as possible control variables in the analysis of the overall data.
Results
Analyses of covariatesFirst off a check was done to see if the demographic variables sex, age and educational level should be taken into account as covariates for the effect on ad attitude. A Pearson
correlation analysis showed that there was no significant effect, p = .40, found for the variable sex. Another Pearson correlation analysis showed that age also does not have a significant effect, p = .65, on ad attitude. Furthermore, a Spearman correlation analysis was run to check for the effect of educational level. Using the Spearman test no significant effect,
p = .19, was found. This means that no covariates need to be taken into account while
proceeding with the analysis of the main study. No manipulation check was conducted in this experiment.
Results of the main study
For this study, an ANOVA analysis was conducted. The independent variables were type of brand (products vs. services) and brand awareness (low vs. high). The dependent variable was the ad attitude.
The ANOVA analysis showed that brands that produce products (M = 4.10; SD = 1.57) did not have a more positive effect on ad attitude than brands that provide services (M = 4.21; SD = 1.28), F(1, 314) = .44, p = 0.506, ƞ2 = 0.00. Since no significant main effect for the type of brand on ad attitude was found, H1 was rejected.
On the other hand, brands with high brand awareness (M = 4.23; SD = 1.48) did not score higher on brand attitude than brand with low brand awareness (M = 4.08; SD = 1.38),
F(1, 314) = .83, p = 0.363, ƞ2 = 0.00. Due to not finding a significant main effect for brand
awareness on ad attitude, H2 was also rejected.
To test the third hypothesis, the interaction effect between the type of brand (products vs. services) and brand awareness (low vs. high) was analyzed. No significant interaction effect for the effect of type of brand and brand awareness on ad attitude was found, F(1, 314)= .77, p = 0.382, ƞ2 = 0.00.
Conclusion & Discussion
The aim of this study was to find out if certain type of brands could benefit from the use of CMA. To do this the study zoomed in on the effects of brand type (service vs. product) and brand awareness (low vs. high) on ad attitude. H1 proposed that brands that produce goods would have a more positive effect on ad attitude than service providing brands. No significant results were found when testing this hypothesis.
Furthermore, looking at the effect of brand awareness H2 predicted that a higher level of brand awareness would lead to a more positive brand attitude. For H2 no significant outcome was found. This hypothesis therefore was also rejected.
Next to testing the main effects of both independent variables on ad attitude, the interaction effect between type of brand and brand awareness did not result in a significant positive effect on ad attitude. Therefore, H3 was also rejected.
In conclusion the research question can be answered as follows. There is no effect of the type of brand (product vs. services) and brand awareness (low vs. high) on ad attitude when using CMA campaigns.
As mentioned, no effects for the type of brand and brand awareness on the ad attitude were found in this study. In other studies there have been significant results that suggest effects on ad attitude as a result of CMA compared to TMA (Dáhlen, 2005; Dáhlen & Edenius, 2007). A reason for this may lie in the fact that other variables are the real predictors for the effect of CMA on ad attitude. Also it may be that the independent variables used in this study, namely type of brand (service/product) and brand awareness (low/high), do have a positive effect on the effectiveness of the ad that comes to show in another dependent variable (e.g. brand attitude, brand recall or ad recall).
Another explanation for not finding the expected effect for the type of brand on ad attitude may be caused by the advertisements used as stimuli. Since not both the toothpaste and adult education ads were featured on the same unconventional-media type, it is possible that participants valued the ads for the adult education (depicted on a building crane) to be more pleasurable than the toothpaste ads using the crosswalks as medium. Of course an ad for toothpaste on a building crane would have no relevance in relation to CMA as the
medium does not communicate the message of the brand (Dáhlen, 2005). The same thing goes for adult education and a crosswalk. However, participants may prefer one ad type to the other in terms of experienced creativity (Lee & Hong, 2016). This variable was not taken into account when setting up this experiment and is a limitation to the study.
Not finding a significant difference in the effect of type of brand on ad attitude may also be the result of involvement with the brand. Both brand types belonged to the high
involvement group in the FCB grid model (Vaughn, 1986; Ratchford, 1987). Taking into account that high involvement brands require a more thorough assessment by the consumer than low involvement brands (Vaughn, 1986), this may have resulted in more knowledge about the type of brands used in this study. This could have caused the fact that no effect was found for brand awareness as predictor of ad attitude.
This study used photos as stimuli in the online experiment to replicate the creative media advertisement ads instead of exposing subjects directly to the ‘real thing’. This had a negative effect on the external validity of this study. Dahlén, Friberg, and Nilsson (2009) exposed participants to a real physical form of creative media advertisement to see if CMA would yield more persisting brand associations than ads placed in a traditional type of media. Even though they made use of real life stimuli, no short-term significant effects were found. However, they did find long-term effects of the CMA condition on brand associations and found it could spontaneously remind consumers of the brand. This suggests that exposing the participants of this study to the stimuli over a longer period of time, or when measuring over a longer period of time after only one exposure, could lead to better results. This could be the case since people that would be exposed to an advertisement multiple times would be able to asses the advertisement better, resulting in a more valid representation of the ad attitude. Also, measuring data over a longer period after one single exposure to the advertisement results in better assessment. Furthermore, both options would theoretically lead to a better understanding of the persisting effects.
Next to that, it may very well be that not the beliefs and knowledge someone has about a brand initiates the effect on ad attitude, but that the affective-reaction to the ad is a more important factor (Cox & Locander, 1987).
It is a limitation to this study that in the main study no manipulation check was executed. Only in the pre-test the difference in type of brand and brand awareness were checked for. Having included a manipulation check would have contributed to the internal validity of this study. Furthermore, only focusing on two types of brands is not ideal when looking at the generalization of the results of this study. In the real world, a brand may very well belong to both the product producing as the service providing category.
Therefore, it is recommended for future research to analyze a wider range of product types to get a better understanding of their effectiveness in terms of ad attitude. Another recommendation in terms of future research is to look at the long-term effects on ad attitude for low awareness and high awareness brands. Next to that, it seems relevant to not only measure the success of the ad in terms of ad attitude, but to also include brand attitude. This seems especially relevant in the case of long-term effects for both low awareness and high awareness brands (Dáhlen et al., 2009). As different congruent non-conventional media will probably be needed to research the effect of the type of brand in CMA, it is recommended to
take into account the experienced ad creativity of the participants. Taking into account the involvement of the type of brand and using brand types belonging to both the low and high involvement categories, may result in more knowledge about the role of type of brand in influencing the ad attitude in CMA. Although this study did not find any relevant effects it did find evidence that supports that the type of brand can be the predictor of ad attitude. Also it contributed to the building of knowledge on CMA effectiveness for new and established brands in terms of brand awareness.
The outcome of this study can be used by advertising professionals and businesses in order to determine if to, or not to, use CMA in their marketing campaigns. There are no differences for brands that produce products or provide services in terms of how effective implementing CMA will be for the resulted ad attitude. The same goes for low and high awareness brands. Further research is needed to develop a more in depth understanding of specific product and service categories and their effectiveness in CMA when looking at ad attitude and other related effects like brand attitude and brand recall. Also, marketing professionals may greatly benefit from the insights future research may reveal about the effect of involvement with the brand on ad attitude and the effectiveness of CMA.
The study provides proof for marketeers that when determining whether to use a traditional media advertising or creative media advertising campaign, it does not matter if you are a service or product producing brand. As no relation between the level of brand
awareness and ad attitude was found, marketeers can conclude that it does not matter if you are a brand with a low or high brand awareness in terms of successfully using CMA. This makes the choice for CMA even more interesting for marketeers due to the low costs of such campaigns compared to traditional media advertising.
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Attachments
Questionnaire
Q1 Goedendag!Wij zijn Nick Pastoor en Tom de Groot en wij voeren voor onze opleiding Communicatiewetenschap aan de Universiteit van Amsterdam een onderzoek uit richting marketing. Het onderzoek zal ongeveer 5 minuten in beslag nemen. Alvast hartelijk bedankt voor de deelname aan ons onderzoek. Informed consent: Ik verklaar hierbij volledig op de hoogte te zijn van het doel van het onderzoek. Mijn gegevens mogen geheel anoniem gebruikt worden voor (wetenschappelijke) publicatie.
m Ik ga akkoord en start met de vragenlijst (1) Q2
Q3 Vul de onderstaande vragen in
Helemaal mee oneens (1) Oneens (2) Beetje oneens (3) Neutraal (4) Beetje mee eens (5) Mee eens (6) Helemaal mee eens (7) Ik vind de advertentie leuk (1) m m m m m m m Ik vind de advertentie goed (2) m m m m m m m Ik vind de advertentie interessant (3) m m m m m m m
Q4 Lees de volgende tekst: Uit bronnen van verscheidene kranten is gebleken dat een tandpasta producent druk bezig is de kosten van de productie van hun tandpasta te drukken. Hiervoor lijkt het wel of het doel de middelen heiligt. Zo blijkt dat de producent gebruik maakt van kinderarbeid om zo de laagst mogelijke kosten te verwezenlijken.
Q5 Vul de onderstaande vragen in
Helemaal mee oneens (1) Oneens (2) Beetje oneens (3) Neutraal (4) Beetje mee eens (5) Mee eens (6) Helemaal mee eens (7) Ik vind het merk leuk (1) m m m m m m m Ik vind het merk gunstig (2) m m m m m m m Ik vind het merk aangenaam (3) m m m m m m m Q6
Q7 Vul de onderstaande vragen in Helemaal mee oneens (1) Oneens (2) Beetje oneens (3) Neutraal (4) Beetje mee eens (5) Mee eens (6) Helemaal mee eens (7) Ik vind de advertentie leuk (1) m m m m m m m Ik vind de advertentie goed (2) m m m m m m m Ik vind de advertentie interessant (3) m m m m m m m
Q8 Lees de volgende tekst: Dit tandpasta merk zet zich in voor een betere wereld. Daarom reserveert het bedrijf ieder jaar 5% van de winst om te investeren om milieuvervuiling tegen te gaan. Op deze manier wordt geprobeerd iets meer te doen voor de wereldbevolking dan alleen een frisse adem en een schoon gebit.
Q9 Vul de onderstaande vragen in
Helemaal mee oneens (1) Oneens (2) Beetje oneens (3) Neutraal (4) Beetje mee eens (5) Mee eens (6) Helemaal mee eens (7) Ik vind het merk leuk (1) m m m m m m m Ik vind het merk gunstig (2) m m m m m m m Ik vind het merk aangenaam (3) m m m m m m m
Q10
Q11 Vul de onderstaande vragen in
Helemaal mee oneens (1) Oneens (2) oneens Beetje (3) Neutraal (4) Beetje mee eens (5) Mee
eens (6) Helemaal mee eens (7) Ik vind de advertentie leuk (1) m m m m m m m Ik vind de advertentie goed (2) m m m m m m m Ik vind de advertentie interessant (3) m m m m m m m
Q12 Lees de volgende tekst: Vanuit de visie dat ook in het ouderen onderwijs iedereen een andere manier van leren en een ander leertempo heeft, heeft deze scholeninstelling een vernieuwend concept opgezet. Zo worden de thuisstudies zo gestructureerd dat men zelf kan indelen wanneer er tijd is voor bepaalde opdrachten en gaat de deadline pas in op de door de student gekozen datum. De opdracht wordt dan pas bekend als de student aangeeft hier tijd voor te hebben. Zo kan iedereen naast zijn of haar baan op een gezonde manier
studeren om verder te groeien. En, blijft de gegeven tijd voor opdrachten onder studenten gelijk en eerlijk.
Q12 Vul de onderstaande vragen in Helemaal mee oneens (1) Oneens (2) Beetje oneens (3) Neutraal (4) Beetje mee eens (5) Mee eens (6) Helemaal mee eens (7) Ik vind het merk leuk (1) m m m m m m m Ik vind het merk gunstig (2) m m m m m m m Ik vind het merk aangenaam (3) m m m m m m m Q13
Q14 Vul de onderstaande vragen in Helemaal mee oneens (1) Oneens (2) Beetje oneens (3) Neutraal (4) Beetje mee eens (5) Mee eens (6) Helemaal mee eens (7) Ik vind de advertentie leuk (1) m m m m m m m Ik vind de advertentie goed (2) m m m m m m m Ik vind de advertentie interessant (3) m m m m m m m
Q15 Lees de volgende tekst: Uit recent nieuws is gebleken dat de directeuren van deze onderwijsinstelling het merendeel van de verdiensten niet gebruiken voor directe kosten die betrokken zijn bij het aanbieden en faciliteren van het ouderen onderwijs vanuit huis. Zo bleek dat de directie zichzelf flinke bonussen en subsidies had toegekend die niet te verwantwoorden waren ten opzichte van het percentage dat deze uitmaakten van de te betalen schoolgelden door studenten.
Q16 Vul de onderstaande vragen in
Helemaal mee oneens (1) Oneens (2) Beetje oneens (3) Neutraal (4) Beetje mee eens (5) Mee eens (6) Helemaal mee eens (7) Ik vind het merk leuk (1) m m m m m m m Ik vind het merk gunstig (2) m m m m m m m Ik vind het merk aangenaam (3) m m m m m m m
Q17 Hier volgen nog enkele algemene vragen Q18 Bent u een man of een vrouw?
m Man (1) m Vrouw (2)
Q20 Wat is uw hoogst genoten opleiding? m Basisonderwijs (1) m Middelbare school (2) m MBO; mulo (3) m HBO; hbs (4) m WO (5)
Q21 Heeft u all afbeeldingen goed kunnen bekijken en teksten goed gelezen? m Ja, ik heb alle afbeeldingen goed bekeken en de teksten gelezen. (1)
m Nee, ik heb de afbeeldingen niet goed bekeken en/of de teksten niet goed kunnen lezen. (2)
If Nee, ik heb de afbeeldingen... Is Selected, Then Skip To End of Survey
Q22 Voor het onderzoek zijn de teksten en advertenties zelf bedacht door de onderzoekers. De teksten bevatten dus geen waarheden.
