Welcome to this study. It will require approximately 10 minutes of your time. We appreciate your participation.

In the following screens, there will be some image advertisements. Please review them carefully and answer the questions.

Please take a moment to review this.

The next several questions will be about the following advertisement. Please look at the advertisement carefully before answering the questions we have on the following pages.

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

Which part of the advertisement do you like, dislike, or don't understand?

Which part of the advertisement do you like, dislike, or don't understand?

What are the first associations that come to mind when you look at the advertisement?

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

On a scale of 1 to 5, how much do you like this advertisement?

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

❌ I don't like it at all
✅ I like it very much
✅ I like it very much
❌ I don't like it at all

On a scale of 1 to 5, how relevant is this advertisement to you personally?

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

❌ Not relevant at all
✅ Extremely relevant
✅ Extremely relevant
❌ Not relevant at all

On a scale of 1 to 5, do you think this advertisement speaks in an authentic voice?

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

❌ Not authentic at all
✅ Definitely authentic
✅ Definitely authentic
❌ Not authentic at all

On a scale of 1 to 5, how original is this advertisement compared to other advertisements you saw recently?

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

❌ Not original at all
✅ Very original
✅ Very original
❌ Not original at all

On a scale of 1 to 5, how much do you trust this advertisement?

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

❌ I do not trust it at all
✅ I trust it completely
✅ I trust it completely
❌ I do not trust it at all

On a scale of 1 to 5, how clearly do you understand this advertisement?

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

❌ Totally unclear
✅ I understand it perfectly
✅ I understand it perfectly
❌ Totally unclear

Please type in what you recall from the advertisement you just saw. 

On a scale of 1 to 5, how likely are you to do what the advertisement calls you to do?

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

❌ Very unlikely
✅ Very likely
✅ Very likely
❌ Very unlikely

On a scale of 1 to 5, how likely are you to forward/share this advertisement to others (e.g. your friends/family members)?

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

❌ Very unlikely
✅ Very likely
✅ Very likely
❌ Very unlikely

On a scale of 1 to 5, how likely are you to discuss this advertisement with others (e.g. your friends/family members)?

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

❌ Very unlikely
✅ Very likely
✅ Very likely
❌ Very unlikely

Where would you expect to see the advertisement?
Please select all that apply.

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

How do you feel when you look this advertisement?
Please select up to the 3 most prominent emotions, if applicable.

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

In your opinion, what could be improved in the advertisement?

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

What else, if anything, would you like to share about the image you have just evaluated?

images1651655284849-Hg2G0yeuVxkRDzDk3Hh4nkcBpGSBwc.jpeg

Please take a moment to review this.

The next several questions will be about the following advertisement. Please look at the advertisement carefully before answering the questions we have on the following pages.

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg

Which part of the advertisement do you like, dislike, or don't understand?

Which part of the advertisement do you like, dislike, or don't understand?

What are the first associations that come to mind when you look at the advertisement?

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg

On a scale of 1 to 5, how much do you like this advertisement?

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg

❌ I don't like it at all
✅ I like it very much
✅ I like it very much
❌ I don't like it at all

On a scale of 1 to 5, how relevant is this advertisement to you personally?

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg

❌ Not relevant at all
✅ Extremely relevant
✅ Extremely relevant
❌ Not relevant at all

On a scale of 1 to 5, do you think this advertisement speaks in an authentic voice?

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg

❌ Not authentic at all
✅ Definitely authentic
✅ Definitely authentic
❌ Not authentic at all

On a scale of 1 to 5, how original is this advertisement compared to other advertisements you saw recently?

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg

❌ Not original at all
✅ Very original
✅ Very original
❌ Not original at all

On a scale of 1 to 5, how much do you trust this advertisement?

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg

❌ I do not trust it at all
✅ I trust it completely
✅ I trust it completely
❌ I do not trust it at all

On a scale of 1 to 5, how clearly do you understand this advertisement?

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg

❌ Totally unclear
✅ I understand it perfectly
✅ I understand it perfectly
❌ Totally unclear

Please type in what you recall from the advertisement you just saw. 

On a scale of 1 to 5, how likely are you to do what the advertisement calls you to do?

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg

❌ Very unlikely
✅ Very likely
✅ Very likely
❌ Very unlikely

On a scale of 1 to 5, how likely are you to forward/share this advertisement to others (e.g. your friends/family members)?

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg

❌ Very unlikely
✅ Very likely
✅ Very likely
❌ Very unlikely

On a scale of 1 to 5, how likely are you to discuss this advertisement with others (e.g. your friends/family members)?

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg

❌ Very unlikely
✅ Very likely
✅ Very likely
❌ Very unlikely

Where would you expect to see the advertisement?
Please select all that apply.

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg

How do you feel when you look this advertisement?
Please select up to the 3 most prominent emotions, if applicable.

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg

In your opinion, what could be improved in the advertisement?

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg

What else, if anything, would you like to share about the image you have just evaluated?

images1651655313818-Hxd4sDGKcQtu1LvtNEiqmBXZ1fFMqS.jpeg