THE USE OF CELEBRITIES FOR NON-PROFIT ORGANIZATIONS

NON-PROFIT ORGANIZATIONS

By

Lisa Verhoef

University of Groningen Faculty of Economics and Business

2 THE USE OF CELEBRITIES FOR NON-PROFIT ORGANIZATIONS

“ Do they lead us to a pro-social environment?”

1. INTRODUCTION……….………5

2. LITERATURE REVIEW……….………8

2.1. Influence of celebrity endorsement on prosocial behavior………...8

2.1.1. Effect of celebrity endorsement on advertisement………8

2.1.2. Celebrity persuasion effect………...8

2.1.3. The new pro-social generation……….………9

2.1.4. Pro-social behavior……….……….9

2.2. The influence of celebrities’ connections with pro-social behaviour………11

2.2.1. The meaning transfer model……….………..11

2.2.2. The effect of prosocial connection……….……….11

2.3. Conceptual model……….………13

3. METHODOLOGY……….……….14

3.1. Pretest……….………14

3.2. Participants and design.……….………...14

3.3. Procedure……….………...15 3.4. Experimental stimuli……….………...16 3.5. Independent variable……….………....16 3.6. Dependent variable……….………...17 4. RESULTS……….……….……..18 5. GENERAL DISCUSSION……….………....19 5.1. Scientific contribution……….………..…20 5.2. Managerial contribution……….………..20

4 ABSTRACT

Earlier research has shown significant results of celebrity endorsement on pro-social intentions. However, limited research is available on the effects of using celebrities on prosocial behavior. The paper aims to investigate if young adults are more willing to act in a prosocial way if a celebrity is used to endorse prosocial behavior than when a non-celebrity is used. This effect will be moderated by the connection of the celebrity with prosocial behavior. An online experiment was taken among 113 participants. The results of a 2x2 ANOVA between-subject analysis test showed no significant result in the predicted direction. The results revealed that connection had a positive main effect on prosocial behavior, but this was valid for both the celebrity as non-celebrity. The results of the test are discussed as well as future research directions.

Key words: celebrity endorsement, prosocial intention, prosocial behavior, match up

hypothesis, generation Y.

Research theme: Celebrity endorsement

5 1. INTRODUCTION

When you hear the slogan “Nespresso, what else?” do you immediately picture George Clooney with a drink in his hand? That is the power of celebrity endorsement. Since Clooney attended in the Nespresso commercials, their sales have increased to 500 million dollar a year (Derbyshire, 2016). An interesting question would be if using Clooney in a donation campaign would also have such a huge effect. Would the donations also increase to 500 million dollars?

The main aim of this paper is to build further on the current research as to the influence of celebrity endorsement on pro-social behavior. Earlier research has shown significant results of celebrity endorsement on pro-social intentions, but does this also count for actual pro-social behavior? Another important question for advertisers is what other factors need to be taken into account. Is the celebrity’s image enough, or do other factors play a role (Fleck & LeRoy & Korchia, 2012)? Earlier research has shown that the attitude towards a nonprofit organizations can be influenced by the image of the celebrity. He or she being seen as not being pro-social could have a negative influence on the image of the nonprofit organization (Park & Cho, 2015). Thus, is a good connection between the celebrity and pro-social behavior the path to a successful endorsement in the nonprofit sector? This research examines the relationships among these three variables.

Currently, the nonprofit sector has become more competitive, and nonprofit organizations are working on effective positioning in the market (Becker-Olsen & Hill, 2006). Given this situation, it is important to determine which marketing strategy is effective to gain customers. Much research has been conducted on the factors underlying celebrity endorsement strategies from a traditional economic perspective, but less attention has been paid to their use in the nonprofit sector (Wheeler, 2009).

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(Sun & Wu, 2012). The younger generation of this era, called generation Y, are more pro-social than earlier generations (Con In, 2006), and are more emotionally connected to celebrities (Chung & Cho, 2017). Research has shown that celebrity endorsement does influence pro-social intentions among young adolescents (Wheeler, 2009). In the past, the use of celebrities has not always reached the intended goal, which led to negative instead of positive results (Zhou & Whitla, 2013). Research states that the connection of the celebrity endorsement with prosocial behavior influences the effectiveness of the endorsement (Wheeler, 2009). The connection between a celebrity’s social image when endorsing pro-social behavior increases the feeling of altruistic motives (Rifon & Choi & Trimble & Li, 2004). This is important, since the new generation is sceptical about the ethical motives of nonprofit organizations (Beard, 2003). It increases the credibility, trustworthiness and attitude towards the celebrity, that lead to a more effective endorsement process

Most of what we know of the normative effect of the use of celebrities in advertising is based on pro-social intentions. What we do not yet know is if the normative influence of celebrities also leads to actual pro-social behavior. If celebrity endorsement leads to pro-social intention, this would indicate, according to the theory of planned behavior (Azjen, 1991), that it would lead to actual pro-social behavior. There are contradictory theories about the theory of planned behavior, and many researchers doubt its consistency (Carrington, Neville & Whitwell, 2014). It is important to establish that the main goal of this research is not to undermine the theory of planned behavior of Azjen (1991). The aim of this paper is not to state that the theory of planned behavior is not an accurate measurement. However, it also does not tell us if it is accurate without seeing it in real life (Baumeister & Vos & Funder, 2009).

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the effect of celebrity endorsement on pro-social behavior will be stronger if the celebrity’s image corresponds with the endorsed pro-social behavior than if it does not correspond.

This study contributes to the academic field by investigating if the current assumptions made by earlier academic researchers are accurate in practice. If celebrity does influence pro-social behavior, it is accurate according to previous research among pro-pro-social intentions. If celebrity endorsement does not lead to pro-social behavior, it indicates an intention-behavior gap, which than can be further investigated. The positive effect of celebrities’ connection with pro-social intention has already been confirmed in academic research. This study contributes by testing this effect on pro-social behavior. This study contributes to the management field by answering the question on behalf of nonprofit managers if the use of celebrities for their campaigns is effective. This research investigates underlying factors, like celebrity endorsement and its connection with prosocial behaviour, to determine if these are relevant marketing strategies for non-profit organizations. Understanding these factors can provide nonprofit organizations answers on how to promote pro-social behavior (Gotowiec & Mastrigt, 2018).

The second part of this paper will give a brief overview of the literature on the effect of using celebrities in advertising. First, the reasons behind the effectiveness of celebrities in persuading young adults will be explained, and how it can lead to pro-social behavior. Afterwards, the influence of the connection between celebrities’ connection with pro-sociality and pro-social behavior will be explained. The third part of this paper is concerned with the methodology used for this survey. The last section presents the results of this research, combined with future research directions.

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2. LITERATURE REVIEW

2.1. Influence of celebrity endorsement on pro-social behaviour

2.1.1. Effect of celebrity endorsement on advertisement

An important reason why celebrities are used in advertisement is their famous image, which leads to an increase in attention to the advertisement (Carrillat & Ilcic, 2019). The use of a celebrity in advertisement helps people process information more quickly and easily (Wang & Scheinbaum, 2017), and helps keep the customer's attention (Kamins, 1989). Using celebrities as a marketing strategy helps companies to differentiate themselves positively to other advertisements (Dubey & Agrawal, 2011). In summary, the use of celebrities in advertisement draws more attention than using non-celebrities. This increases the chance that consumers will receive the message from the advertisement.

2.1.2. Celebrity persuasion effect

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behaviors, values, or goals of another” (Cramer, 2001). This means that young adults can take over attributes of celebrities.

The influencer effect of celebrity endorsement decreases over the years when a person is older and more stable (Giles & Maltby, 2004). Therefore, this research will focus on the new, younger generation, called Generation Y.

2.1.3. The new pro-social generation

The young adolescent generation of today, also known as Generation Y, is different from preceding generations (Noble & Haytko & Phillips, 2009). Generation Y, also called millennials, refer to persons born between 1982 and 2000. The theory states that about 30% of the worldwide population consists of this target group, which will keep on growing (Yerbury, 2010). Millennials are described as friendly people who have a pro-social mindset and are empowered to change the world (Con. Inc., 2006). This profile makes it the most important target for nonprofit organizations (Fine, 2009).

Growing up in this new digital era has changed the relationship between Generation Y and celebrities. There is more possibility for interaction and immediacy between celebrities and consumers, which leads to a more closer relationship between them (Chung & Cho, 2017). According to the social learning theory, young adolescents learn social behaviors from valued peers and their peers' reinforcement of displayed behavior (Bandura, 1986, as cited in Hoorn & Dijk & Meuwese & Rieffe & Crone, 2014). Because of the new intimate relationship that Generation Y shares with celebrities, celebrities are more often seen as ‘pseudo-friends’. They are becoming more important influencers than peers or parents (Giles & Maltby, 2004). This would argue that young adolescence can learn social behaviors due celebrities.

2.1.4. Pro-social behavior

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(Weinstein & Ryan, 2010). A person can have an intrinsic motivation to perform in a pro-social way, which results in more willingness to help (Weinstein & Ryan, 2010). Most people in society possess these prosocial values of helping others, but many others are not able to act on them (DeWall & Baumeister & Gailliot & Maner, 2008). A plausible reason is that not every person sees these values as most important in daily life (Verplanken & Holland, 2002). According to the Elaboration model of Petty & Cacioppo & Schumann (1993), the use of celebrities can change attitudes in situations of low involvement. The argument stated in the advertisement, can still be accepted, despite demotivation, because of the use of celebrity (Petty & Cacioppo & Schumann, 1983). This indicates that consumers who are at that point low in prosocial values, still can accept the argument presented in the advertisement, because of the use of a celebrity.

The willingness to help another person can occur from external influences (Weinstein & Ryan, 2010). Celebrities can be seen as socialization agents, who can exert a normative external influence on young adults (Choi & Rifon, 2012). Earlier research has shown that using celebrities does influence pro-social values, by increasing the intention to, volunteer time, donate money, or even donate organs (Wheeler, 2016; Cho & Kim, 2015; Bae & Brown & Kang, 2010). Thus, in line with the social learning theory described before, celebrity endorsements have shown empirical evidence of increasing young adolescents’ prosocial intentions.

According to the (un)planned model of Johnstone & Lindh (2017), celebrities not only influence intentions, but they also have an impact on the behavior of young adults. In the past, empirical research has shown significant results as to the effect of celebrity endorsement on actual behavior. For example, the Nespresso commercial by George Clooney raised approximately $500 million (Derbyshire, 2016). In the profit context, celebrity endorsement has increased sales (Chung, Derdenger & Srinivasan, 2013) and return of stock returns (Russel & Mahar & Drewniak, 2005). Thus, empirical research shows that the use of celebrities can lead to actual behavioural changes, which is in line with the (un)planned model of Johnstone & Lindh (2017).

11 2.2. The influence of celebrities’ connections with pro-social behaviour

2.2.1. The meaning transfer model

(McCracken, 1989. P.312), states that “the effectiveness of the endorsement depends, in part, upon the meaning he or she brings to the endorsement process”. This model consists of 3 stages, which in the end explains the process of the celebrity endorsement strategy. At the first stage, the celebrity endorsement creates ‘meaning’ through their characteristics, lifestyle, or personal characteristics. In the second phase, the celebrity transfers this meaning to the product endorsed. In the last stage, the entity transfers the meaning from the product into the life of the customer (McCracken, 1989). The most dangerous part is that this meaning can be (un)consciously transferred to the entity the celebrity endorses, which does not depend on what they say in the advertisement (Batra & Homer, 2004). Therefore, it is important that organizations choose endorsers who transfer the meaning that they want their company to radiate (Fleck & Korchia & LeRoy, 2012). Thus a connection is necessary between the image of the celebrity and the entity they endorse, which is also referred to as “the match up” hypothesis (Fleck & Quester, 2007). The match-up hypothesis suggests that the possibility of storage in the mind and the receiving of information in memory is influenced by connection or similarity. Consumers are more capable to receive information that is similar to their expectations (Cornwell & Weeks & Roy, 2005).

2.2.2. The effect of prosocial connection

Celebrities can transfer several meanings to the brand they endorse (Ilcic & Webster, 2013).

Most people are already familiar with a celebrity before they show up in the advertisement, and already have certain opinion about them (Choi & Rifon, 2007).

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2.3. Conceptual model

It seems clear that celebrity endorsement has a normative influence on young adolescents, and this influence is only increasing. It is also clear that it has an influence on pro-social intention, as well as on economic behavior. I aim to demonstrate that celebrity also has an influence on real pro-social behavior.

It seems clear that consumers receive and remember information better if there is a form of similarity. Celebrities are famous and known by most consumers. Thus, most consumers can place more meaning on celebrities than unknown endorsers. It seems clear that if a celebrity is connected with pro-social behavior, he or she is seen as being more credible and trustworthy. It also creates a more positive attitude towards the celebrity endorsing. This leads to a higher advertisement effectiveness and an increase in consumers’ willingness to act socially. Earlier research has already established that a fit between a celebrity and pro-social behavior has an positive effect on pro-pro-social intentions. Based on these conclusions, the following hypothesis is stated:

H1. Generation Y is more willing to act in a pro-social way if a celebrity is used to endorse pro-social behavior than when a non-celebrity is used.

H2. Generation Y is more willing to act in a prosocial way if there is a connection with pro-social behavior then when there is no connection.

14 3. METHODOLOGY

3.1. Pretest

To ensure a connection between the celebrity and the endorsed pro-social behavior, a pre-test among 35 students was conducted. Celebrity endorsement is most successful if it is applied in the cultural context in which the celebrity is known (Choi & Lee & Kim, 2005; McCracken, 1989). For this reason, celebrities from the Netherlands were chosen to use in the research.

In order to understand how the connection of celebrities’ pro-social image relates to pro-social behavior, a distinction was made between a celebrity with a pro-social image and one without a pro-social image. The identification of celebrities with positive ones was based on their involvement in pro-social activities. The celebrities with no connection were based on negative media attention and a reputation for selfish actions. Because of the lack of knowledge of the image of non-celebrities in the control conditions, six different stereotypes based on different colors of skin and hair were chosen (See Appendix A).

Most research of celebrity endorsement connections is based on a match between the celebrity and the brand/product (Albert & Amroise & Valette-Florence, 2017). These current methods might be insufficient to measure the connection to pro-social behavior. For this reason a scale that is normally applied to measure participants’ pro-social behavior was applied to the celebrity (Park & Cho, 2015). The pro-social behavior was tested in the celebrity’s intention to help a friend or stranger or to donate something. Choices were recorded through a 7-point Likert scale (unlikely/likely).

As in the research of Wheeler (2009), the average was taken, and a higher score indicated a higher connection. The highest mean score for the celebrities was found for Johnny de Mol (M = 12.49; SD = 1.15), and the lowest score for Rapper Sjors (M = 11.38; SD

Celebrity endorsement Prosocial behavior

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= 1.48). The celebrities and non-celebrities with the highest (M = 12.88; SD = 0.90) and lowest scores(M = 11.74; SD = 1.02), were chosen for the main research.

3.2. Participants and design

A total of 197 participants were recruited for this research. At first, 42 of them were excluded from the research because they stopped before the second part of the survey. Another 6 participants were excluded because they did not fit the target group. Another 3 were removed because of an extremely higher time score than the average participants. Another 33 participants were excluded from the research because they provided an incorrect answer to the control question. In total, 113 participants were taken into the test (84 females, 27 males, 3 other; mean age = 24.6, SD = 3.10). A 2 (celebrity: celebrity versus non-celebrity) x 2 (connection: connection or no connection) between-subjects analysis of variance (ANOVA) was conducted to test the effect of celebrity endorsement on pro-social behavior.

3.3. Procedure

The survey was spread online through diverse social media channels (Facebook, Whatsapp, and Twitter). Thus, the participants fulfilled the research requirements in their own environment. The link was combined with a message asking people to fill in the survey for a research thesis. The message clearly stated that the survey was only meant for Dutch people.

A short message in the introduction passage explained the meaning of the research. As a cover story, participants were told that they were taking part in a survey concerning the physical effects of advertisement (Batra & Homer, 2004). To prevent people from acting out of social pressure, they were told that their answers were completely anonymous. After the introduction page, participants were asked to fill in demographic information (age and gender). In the introduction passage phase, participants were told that the survey would take more time than it actually did, to prevent them from stopping early because of a time limit (Schnall & Roper, 2012). After answering the demographic questions, participants were randomly assigned to one of the four conditions.

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(Smith & MacKenzie & Yang & Bucholz & Darly, 2007), and fluency (Storme & Myszkowski & Davila, 2015) of the advertisements. The answers to these questions are not used in the research; the questions regarding the advertisement were meant to distract the participants from the real purpose of the research (Batra & Homer, 2004). Also, the attitude towards the advertisement was measured on a 7-point Likert scale (unlikely/likely). In the first part, a control question was added to ensure that only participants who really looked at the advertisement were taken into the research. After the first part, participants were thanked for their participation. The email of the researcher was given for any questions regarding the research. At the end of the page was a message asking participants to participate in another survey (Bartlet & DeStono, 2006). All participants, were given the option to stop if they so desired, or to continue to the second part. It was mentioned that any help would be appreciated and they were able to stop anytime (Schnall & Roper, 2012). The second part of the research included questions referring to the structure of the survey.

3.4. Experimental stimuli

To measure the hypotheses, 4 advertisements were created (See Appendix B), based on the research of (Kamins & Gupta, 1994). All of them were identical in layout. The picture of the endorser was placed left on the advertisement and the text appeared on the right side. The advertisements were also identical in their content (Kamins & Gupta, 1994). The advertisements were based on the following four conditions:

A. Celebrity with no connection; B. Celebrity with connection; C. Non-celebrity with connection; D. Non-celebrity without connection.

The type of endorser (celebrity: celebrity versus non-celebrity) and pro-social image connection (connection: connection vs. no connection) were manipulated in this study.

3.5. Independent variable

Celebrity. In the celebrity condition, participants were exposed to an advertisement

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exposed to an advertisement with a non-celebrity endorsing pro-social behavior (Wheeler, 2009).

Connection. In the connection condition, participants were exposed to a celebrity with

a pro-social image. In the neutral condition, participants were exposed to a non-celebrity with a pro-social image (Wheeler, 2009). These celebrities and non-celebrities were chosen based on the results of the earlier pretest.

3.6. Dependent variable

Pro-social behavior. To measure pro-social behavior, the procedure of (Schnall &

18 4. RESULTS

An online survey was taken among 113 participants to test the hypothesis effect. The participants were exposed to either a celebrity with a connection or no connection to pro-sociality, or to a non-celebrity with a connection or no connection to pro-sociality. It was hypothesized that if the participant was exposed to a celebrity endorsing pro-social behavior, he or she would be more willing to act in a pro-social way than when a non-celebrity was used. This paper also predicted that the effect would be stronger if the celebrity’s image corresponded with the endorsed pro-social behavior.

.

A 2 x 2 between-subject analysis of variance (ANOVA) was conducted, with minutes spent on helping with the second part of the survey as dependent variable, and endorser (celebrity versus non-celebrity) and connection (connection vs. no connection) as independent variables. The results showed no main effects of the celebrity condition (F (1,109) = 0.083; p = .774). This indicates that participants who were exposed to the celebrity advertisement did not spend significantly more time helping the experimenter by completing the questionnaire than participants in the control condition. The means showed almost no increase in average time that the participants helped (M = 57.13; SD = 61.62) than in the control condition (M = 52.70;

SD = 57.61); thus showing no evidence of hypotheses 1. A plausible reason for this effect

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attitude towards the neutral situation (M = 2.89; SD = 3.15). No significant effect of interaction between endorser and connection condition was found (F (1,109) = 1.15; p = .286), showing no evidence of hypothesis 3. Results showed small differences in the celebrity condition with connection (M =78.47; SD = 55.48) and the neutral condition with connection (M = 63.73; SD = 56.46). Small differences were also found in the celebrity condition with no connection (M = 32.74; SD = 60.06) and the neutral condition with no connection (M = 41.23;

SD = 57.62).

5. GENERAL DISCUSSION

Previous studies have reported that celebrity endorsement influences the social behavior of young adults. In line with this theory, empirical evidence has found significant results of the effect of celebrity endorsement on pro-social intention among young adolescents (Wheeler, 2009). According to earlier research celebrity endorsement not only had an influence on intention but also on behavior. Hence, this was only tested in the profit-sector. Earlier research had confirmed that a celebrity’s connection with pro-social behavior can influence a person's willingness to act in a pro-social way.

The major objective of this research is to build further on the theory of the effect of celebrity endorsement on pro-social behavior and to implement this theory in practice. This paper predicted that the use of celebrities in advertisements to promote pro-social behavior would lead to a higher level of such behavior among Generation Y than using no celebrities. This effect would be stronger if the celebrity’s image corresponds with the pro-social behavior endorsed. To test this effect, an online survey was conducted among 113 participants in which the type of endorser and connection was manipulated. In the first part, participants were exposed to either (A) a celebrity with no connection, (B) a celebrity with a connection, (C) a non-celebrity with a connection, and (D) a non-celebrity with no connection. Pro-social behavior was measured in terms of minutes the participant was willing to spend after being exposed to one of the four conditions.

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no connection) between-subjects ANOVA was conducted. Although it was predicted that participants in the celebrity condition would be more helpful than participants in the neutral condition, no significant results were found. The results showed almost no difference in means between the helping behavior between a participant who was exposed to a celebrity than to a non-celebrity. The results did show a significant main result of the connection conditions, which indicates that the participants were more willing to help if they were exposed to an endorser who has a connection with pro-sociality. The results showed no significant interaction effect. The results of connection (connection vs. no connection) between celebrities and non-celebrities were almost equal, which can indicate that the type of endorser does not explain why people are more willing to help.

No significant results were found that using a celebrity would lead to a higher pro-social behavior than using no celebrity. However, it is interesting to see that the attitude towards the celebrity advertisement was less positive than towards the non-celebrity advertisement. Earlier research has shown that using a celebrity leads to a positive effect towards the advertising, which was not the case in this research. The congruence condition did show a positive attitude towards the advertisement, and it also showed a significant effect. Thus, a plausible effect of the non-significant result on the celebrity condition can be explained by the low score on attitude towards the advertisement.

5.1. Scientific contribution

Earlier research shows that celebrity endorsement leads to pro-social intention. This research shows that celebrity endorsement does not automatically lead to pro-social behavior — indicating that the influence of celebrities is a more complex process than previously thought. Thus, the research shows that the focus on celebrity endorsement has to change from investigating factors influencing pro-social intentions to factors that can influence pro-social behavior.

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as a celebrity with a pro-social image. This result opens, a new question for academic research: is celebrity endorsement as effective as described, or is a non-celebrity who has a pro-social first impression enough?

5.2. Managerial contribution

This research investigates underlying factors, such as celebrity endorsement, which influence pro-social behavior. Understanding these factors can provide nonprofit organizations with answers on how to promote pro-social behavior (Gotowiec & Mastrigt, 2018). Nonprofit organization that currently use celebrities to promote their organization can reinvestigate if this investment is showing off results.

5.3. Limitations and future research

Pro-social behavior was measured in terms of the willingness to volunteer time to help another person. In the questionnaire, the participants were asked to help with another task for school. The questionnaire stated that it would be appreciated if the person would help, but they were not obligated. If a nonprofit organization had asked to help instead of a student, the results might have been different.

The advertisements used for the experiment were not designed by a professional. As a result, they might have looked less polished, which could have influenced the participants. Generation Y already have doubts about the real ethical motivations of nonprofit organizations (Beard, 2019). Hence, the nonprofessionalism of the advertisement could have strengthened this effect.

The results of this research show only that the use of a celebrity in a commercial does not automatically result in a behavioural change. They indicate that further research is needed to determine which factors can influence this relationship. Future research could build on this research by implementing more variables that are successful in influencing celebrity endorsement into the conceptual model.

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study focused on celebrities and participants based in the same country. This means that its results do not count for the general population. Future research can investigate if results might differ in other countries.

5.4. Conclusion

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29

Total number of words: 5676

34 B.2. Advertisement condition B

35 B.4. Advertisement condition D

36 Introduction

Thanks for participating in this survey. The survey will take approximately 7 minutes.

You will be randomly assigned to one of the 4 advertisements. These ads are designed based on academic theory regarding visual elements and other advertising elements to investigate if this theory is correct. The survey is anonymous so your answers will be private.

Thank you! Q1 Age Age ________________________________________________________________ Q2 Gender

o

o

o

End of Block: Introduction

37

A.1 To what extent do you agree with the following statements? Strongly agree (4) Somewhat agree (5) Neither agree/or disagree (6) Somewhat disagree (7) Strongly disagree (8) I find it complicated to get the message.

(1)

o

o

o

o

o

I can distinguish all the visual elements without

any effort. (2)

o

o

o

o

o

I get the meaning

easily. (3)

o

o

o

o

o

I have difficulties detecting the

shapes. (11)

o

o

o

o

o

38

A.2 To what extent do you agree with the following statements? Strongly agree (4) Somehwat agree (5) Neither agree/or disagree (6) Somewhat disagree (7) Strongly disagree (8) The ad connected

39

A.3 What is your overall evaluation of the advertisement?

(1) (2) (3) 4 (4) 5 (5)

Bad

o

o

o

o

o

Unpleasant

o

o

o

o

o

Unfavorable

o

o

o

o

o

Not likeable

o

o

o

o

o

40 Start of Block: Advertisement B

B.1 To what extent do you agree with the following statements? Strongly agree (4) Somewhat agree (5) Neither agree/or disagree (6) Somewhat disagree (7) Strongly disagree (8) I find it complicated to get the message.

(1)

o

o

o

o

o

I can distinguish all the visual elements without

any effort. (2)

o

o

o

o

o

I get the meaning

easily. (3)

o

o

o

o

o

I have difficulties detecting the

41

B.2 To what extent do you agree with the following statements? Strongly agree (4) Somewhat agree (5) Neither agree/or disagree (6) Somewhat disagree (7) Strongly disagree (8) The ad connected

42

B.3 What is your overall evaluation of the advertisement?

(1) (2) (3) 4 (4) 5 (5)

Bad

o

o

o

o

o

Unpleasant

o

o

o

o

o

Unfavorable

o

o

o

o

o

Not likeable

o

o

o

o

o

End of Block: Advertisement B

43

C.1 To what extent do you agree with the following statements? Strongly agree (4) Somewhat agree (5) Neither agree/or disagree (6) Somewhat disagree (7) Strongly disagree (8) I find it complicated to get the message.

(1)

o

o

o

o

o

I can distinguish all the visual elements without

any effort. (2)

o

o

o

o

o

I get the meaning

easily. (3)

o

o

o

o

o

I have difficulties detecting the

44

C.2 To what extent do you agree with the following statements? Strongly agree (4) Somewhat agree (5) Neither agree nor disagree (6) Somewhat disagree (7) Strongly disagree (8) The ad connected

45

C.3 To what extent do you agree with the following statements?

(1) (2) (3) 4 (4) 5 (5)

Bad

o

o

o

o

o

Unpleasant

o

o

o

o

o

Unfavorable

o

o

o

o

o

Not likeable

o

o

o

o

o

46 Start of Block: Advertisement D

D.1 To what extent do you agree with the following statements? Strongly agree (4) Somewhat agree (5) Neither agree nor disagree (6) Somewhat disagree (7) Strongly disagree (8) I find it complicated to get the message

(1)

o

o

o

o

o

I can distinguish all the visual elements without

any effort. (2)

o

o

o

o

o

I get the meaning

easily. (3)

o

o

o

o

o

I have difficulties detecting the

47

D.2 To what extent do you agree with the following statements? Strongly agree (4) Somewhat agree (5) Neither agree nor disagree (6) Somewhat disagree (7) Strongly disagree (8) The ad connected

48

D.3 To what degree do you agree with the following statements?

(1) (2) (3) 4 (4) 5 (5)

Bad

o

o

o

o

o

Unpleasant

o

o

o

o

o

Unfavorable

o

o

o

o

o

Not likeable

o

o

o

o

o

End of Block: Advertisement D

49

H0

Thank you for participating in this research. If you have any questions regarding the survey you can send an email to l.verhoef.1@student.rug.nl.

I also need to do a test for another school project regarding the physical processing of survey's. The results of this test are not used for my thesis but i would appreciate it if you would answer them. You can quit anytime by closing the survey. The more questions you fill it the better i can research the physical processing of survey's! The evaluation questions concern the previous survey.

o

o

Skip To: End of Survey If Thank you for participating in this research. If you have any questions regarding the survey you... = No thank you

End of Block: Helpful or not Start of Block: Helping

TQ.1 Timing First Click (1) Last Click (2) Page Submit (3) Click Count (4)

H.1 To what extent do you agree with the following statements regarding the questions of the survey? Strongly agree (1) Somewhat agree (2) Neither agree/or disagree (3) Somewhat disagree (4) Strongly disagree (5) The questions used in the survey are clear.

50 TQ_2 Timing First Click (1) Last Click (2) Page Submit (3) Click Count (4)

H.2 To what extent do you agree with the following statements regarding the answer possibilities of the survey? Strongly agree (25) Somewhat agree (26) Neither agree nor disagree (27) Somewhat disagree (28) Strongly disagree (29) The answers of

51

H.3 To what extent do you agree with the following statements regarding the picture used in the advertisement? Strongly agree (25) Somewhat agree (26) Neither agree nor disagree (27) Somewhat disagree (28) Strongly disagree (29) I feel a connection with the person on the picture. (3)

o

o

o

o

o

The picture has the correct size.

(4)

o

o

o

o

o

o

o

o

o

o

H.4 To what extend do you agree with the following statements regarding the introduction of the survey? Strongly agree (13) Somewhat agree (14) Neither agree nor disagree (15) Somewhat disagree (16) Strongly disagree (17) The survey was

explained wel and i knew what

the task was. (1)

o

o

o

o

o

52 TQ.5 Timing First Click (1) Last Click (2) Page Submit (3) Click Count (4)

H.5 Which elements (questions, answers or image) of the survey requires the most points of improvement? Click left of the word and drag them in rank order from 1 (most points of improvement) to three (least points of improvement).

______ Questions (1) ______ Answers (2) ______ Image (3)

53 TQ.6 Timing First Click (1) Last Click (2) Page Submit (3) Click Count (4)

H.6 Name one point of improvement

________________________________________________________________