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Hi! My name is Jennifer Willis and I'm a graduate student at the University of Texas in Austin working towards my Masters of Communications in Advertising. I am required to conduct an on-line survey about consumer brand preferences for a research methods class I am currently taking this Spring. It would mean a lot to me (and my grade) if you would please take the time to complete the following activity. I assure you that all answers will be held STRICTLY CONFIDENTIAL. The results are for educational use only.

Thanks for your help!
-Jennifer-


Please Click Here To Start The Survey

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Please read and respond to the questions below:

 

1a. The last time you purchased hairspray, which brand did you buy?

Brand Name

(Pantene: n=9, 9.9%; Suave: n=9, 9.9%; Paul Mitchell: n=6, 6.6%; Don't Use It: n=5, 5.5%; Aveda: n=4, 4.4%; Herbal Essence: n=4, 4.4%; White Rain: n=4, 4.4% ; Matrix: n=3, 3.3%; Don't Remember: n=3, 3.3%; Aqua Net: n=3, 3.3%; TreSomme: n=3, 3.3%; VO5: n=3, 3.3%; Aussie: n=3, 3.3%; N/A: n=2, 2.2%; Redken: n=2, 2.2%; Finesse: n=2, 2.2%;Air-O-Spray: n=1, 1.1%; Auave: n=1, 1.1%; D-Humidifier: n=1, 1.1%; Biolage: n=1, 1.1%; Bliss Labs: n=1, 1.1%; Catwalk: n=1, 1.1%; Clairol: n=1, 1.1%; Consort: n=1, 1.1%, Dove: n=1, 1.1%; Equate: n=1, 1.1%; Fructis: n=1, 1.1%; John Freida: n=1, 1.1%; Kenra: n=1, 1.1%; Nexus: n=1, 1.1%; Pro V: n=1, 1.1%, Psyque: n=1, 1.1%; Rave: n=1, 1.1%; Rusk: n=1, 1.1%; Sebastian: n=1, 1.1%, Shape: n=1, 1.1%; Thermsilk: n=1, 1.1%; TOTAL: n=90)

1b. The last time you purchased face wash, which brand did you buy?

Brand Name

(Neutrogena: n=15: 16.5%; Oil of Olay: n=9, 9.9%; Dove: n=7, 7.7%; Clinique: n=6, 6.6%; Mary Kay: n=5, 5.5%; Noxema: n=5, 5.5%; Clean & Clear: n=4, 4.4%; Don't Buy: n=3, 3.3%; Aveeno: n=2, 2.2%; Origins: n=2, 2.2%; Estee Lauder: n=2, 2.2%; Pond's: n=2, 2.2%;Aquanil: n=1, 1.1%; Avon: n=1, 1.1%; Biomedic: n=1, 1.1%; Bliss Labs: n=1, 1.1%; Cetaphil: n=1, 1.1%; Clearasil: n=1, 1.1%; Crabtree & Evelyn: n=1, 1.1%; Decleor: n=1, 1.1%; Dermatologica: n=1, 1.1%; Don't Use: n=1, 1.1%; Eniva: n=1, 1.1%; Equate Daily Facial: n=1, 1.1%; Ivory: n=1, 1.1%; Keihl's: n=1, 1.1%; Lancome: n=1, 1.1%; LOreal: n=1, 1.1% N/A: n=1, 1.1%; Nivea: n=1, 1.1%; Physoderm: n=1, 1.1%; Prescriptives: n=1, 1.1%; Proactive: n=1, 1.1%; Swiss Formula: n=1, 1.1%; TOTAL: n=90)

1c. The last time you purchased mascara, which brand did you buy?

Brand Name

(Maybelline: n=15, 16.5%; Revlon: n=10; 11%; CoverGirl: n=9: 9.9%; Loreal: n=8, 8.8%; Mary Kay: n=7; 7.7%; Clinique: n=6: 6.6%; Lancome: n=4, 4.4%; Almay: n=3, 3.3%; Avon: n=2, 2.2%; Chanel: n=2, 2.2%; Don't Use: n=2; 2.2%; MaxFactor: n=2, 2.2%; Estee Lauder: n=1, 1.1%; Great lash: n=1; 1.1%; MAC: n=1; 1.1%; N/A: n=1, 1.1%; Neutrogena: n=1, 1.1%; None: n=1, 1.1%; Origins: n=1, 1.1%: Prescriptives: n=1, 1.1%; Remel: n=1, 1.1%; Halloween: n=1, 1.1%; TOTAL: n=90)

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2. Below you will find three brands of hairspray. Please divide 10 points among these products according to how likely you are to buy each brand. Use only whole numbers such as 1, 2, or 3.

Pantene Pro-V
Herbal Essence
Suave
Total:
10

 

 

 

Pantene: n=90, mean=4.2, s.d.=3.1; Herbal Essence: n=90, mean=2.5, s.d.=2.1; Suave: n=90, mean=2.8, s.d.=2.2

Value Given
Pantene
Herbal Essence
Suave
0 n=10 (11.1%) n=16 (17.7%) n=16 (14.4%)
1 n=8 (8.9%) n=21 (23.3%) n=24 (26.7%)
2 n=8 (8.9%) n=10 (11.1%) n=16 (17.8%)
3 n=6 (6.7%) n=19 (21.1%) n=13 (14.4%)
4 n=15 (16.7%) n=7 (7.8%) n=5 (5.6%)
5 n=13 (14.4%) n=9 (10.0%) n=5 (5.5%)
6 n=5 (5.6%) n=1 (1.1%) ---
7 n=4 (4.4%) n=2 (2.2%) n=2 (2.2%)
8 n=12 (13.3%) n=1 (1.1%) n=6 (6.7%)
9 n=1 (1.1%) n-=1 (1.1%) ---
10 n=8 (8.9%) --- n=3 (3.3%)
Total n=90 n=90 n=90

 

3. Below you will find three brands of face wash. Please divide 10 points among these products according to how likely you are to buy each brand. Use only whole numbers such as 1, 2, or 3.

Oil of Olay
Neutrogena
Ponds
Total 10

 

 

 

Oil of Olay: n=90, mean=2.2, s.d.=1.6; Neutrogena: n=90, mean=3.2, s.d.=2.4; Ponds: n=90, mean=3.4, s.d.=2.4

Value Given
Oil of Olay
Neutrogena
Ponds
0 n=13 (14.4%) n=11 (12.2%) n=19 (21.7%)
1 n= 10 (11.1%) n=5 (15.%) n=25 (28.7%)
2 n=11 (12.2%) n=7 (7.8%) n=19 (21.1%)
3 n=16 (17.8%) n=10 (11.1%) n=16 (17.8%)
4 n=14 (15.6%) n=17 (18.9%) n=3 (3.3%)
5 n=9 (10.0%) n=19 (21.1%) n=3 (3.3%)
6 n=3 (3.3%) n=5 (5.6%) n=1 (1.1%)
7 n=4 (4.4%) n=5 (5.6%) ---
8 n=4 (4.4%) n=7 (7.8%) n=2 (2.2%)
9 --- n=1 (1.1%) ---
10 n=6 (6.7%) n=3 (3.3%) n=2 (2.2%)
TOTAL n=90 n=90 n=90

 

4. Below you will find three brands of mascara. Please divide 10 points among these products according to how likely you are to buy each brand. Use only whole numbers such as 1, 2, or 3.

MAXFACTOR
REVLON
COVERGIRL
Total 10

 

 

 

MaxFactor: n=90, mean=4.1, s.d.=2.3; Revlon: n=90, mean=4.3, s.d.=2.9; CoverGirl: n=90, mean=1.9, s.d.=1.2

Value Given
MaxFactor
Revlon
CoverGirl
0 n=14 (15.6%) n=9 (9.9%) n=13 (14.4%)
1 n=13 (14.4%) n=8 (8.9%) n=11 (12.2%)
2 n=11 (12.2%) n=8 (8.9%) n=11 (12.2%)
3 n=21 (23.3%) n=26 (28.9%) n=23 (25.6%)
4 n=17 (18.9%) n=24 (26.7%) n=12 (13.3%)
5 n=9 (10%) n=7 (7.8%) n=5 (5.6%)
6 n=2 (2.2%) n=1 (1.1%) n=4 (4.4%)
7 --- n=1 (1.1%) n=4 (4.4%)
8 n=1 (1.1%) n=4 (4.4) n=5 (5.6)
9 --- n=1 (1.1) ---
10 n=2 (2.2%) n=3 (3.3) n=2 (2.2)
TOTAL n=90 n=90 n=90

 

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In order to properly conduct this activity, please review each of the following three ads for mascara in less than 30 seconds. Once you have finished, please continue with the questions without clicking back to the ads. It is not necessary for you to remember them exactly.

Please Click Here To View The Ads

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Copy:

WAKE UP YOUR EYES

 

NEW LASH LIFT LIFTS LASHES UP TO 50%*

 

"Some volumizing mascaras can weigh your lashes down. Lash Lift creates full but lifted lashes for an open, vibrant look."

Morag Ross

Chief Make-Up Artist "THE AVIATOR"

MAXFACTOR

THE MAKE-UP OF MAKE-UP ARTISTS

*On average, among positive responses in consumer testing.

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Copy:

 

Some fantasies

are expressed with words

Others, with glances

 

 

lash fantasy mascara

Nourishing primer lifts and lengthens. Mascara darkens and thickens.

Longer. Fuller. Flirtier lashes. Let your fantasies run wild.

REVLON

Please Click Here To View The Next Ad

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Copy:

 

 

dramateyes.

fantastic lash mascara

superb separation. 5 times the volume*.

and dramatic length.

*vs. bare lashes

easy breezy beautiful COVERGIRL

TASHA TILBERG is wearing Fantastic Lash in very black and TruBlend in creamy natural. Get your look @ covergirl.com

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5. Now, you may have noticed characteristics in the ads that you were previously unaware of. Once again, please divide 10 points among these mascaras according to how likely you are to buy each brand.

MAXFACTOR
REVLON
COVERGIRL
Total 10

 

 

 

MaxFactor: n=90, mean=3.2, s.d.=1.9; Revlon: n=90, mean=2.0, s.d.=1.6; Covergirl: n=90, mean=1.5, s.d.=2.5

Value Given
MaxFactor
Revlon
CoverGirl
0 n=4 (1.1%) n=8 (8.9%) n=8 (8.9%)
1 n=3 (3.3%) n=13 (14.4%) n=7 (7.8%)
2 n=23 (25.6%) n=1 (1.1%) n=19 (21.1%)
3

n=17 (18.9%)

n=21 (23.3%) n=17 (18.9%)
4 n=14 (15.6%) n=11 (12.2%) n=16 (17.8%)
5 n=16 (17.8%) n=17 (18.9%) n=8 (8.9%)
6 n=2 (2.2%) n=5 (5.6%) n=4 (4.4%)
7 n=1 (1.1%) --- n=1 (1.1%)
8 n=3 (3.3%) n=1 (1.1) n=7 (7.8%)
9 --- --- ---
10 n=2 (2.2%) n=1 (1.1%) n=3 (3.3%)
TOTAL n=90 n=90 n=90

 

 

 

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Please answer the following questions regarding your impression of the ads.

6a. Was there any one thing in these ads that made you feel differently about any one of the brands of mascara?

Yes No

(n=90, mean=.5, s.d.=.5)

Answer
n=
%
Yes 48 53.3%
No 42 46.7%

 

If you clicked “No”, please skip questions 6b, 6c, 6d, and click to the next page below.

If you clicked the “Yes” button:

6b. Which brand did you feel most differently about? (n=90, mean=1.0, s.d.=1.1)

MAXFACTOR
REVLON
COVERGIRL

 

 

Maxfactor: n=24 (26.7%); Revlon: n=14 (15.6%) CoverGirl: n=13 (14.4%)

6c. Did you feel more or less favorable toward it? (n=90, mean=.68, s.d.=.668)

More Favorable
Less Favorable

 

 

More Favorable: n=41 (45.6%); Less Favorable: n=10 (11.1%)

6d. Briefly describe what was said that made you feel that way?

Brand
Comment
Revlon Wow, she's yummy!
MaxFacotr It looked like a great mascara.
Revlon Revlon offers longer and thicker lashes
Revlon bad picture
MaxFactor Used by makeup artists
CoverGirl The ad gave me a sense that I could rely more on i
CoverGirl I think I liked the angle of the model's face and
MaxFacotr the model's lashes looked long.
CoverGirl The picture
MaxFactor claim that it would make lashes fuller, layout of
MaxFacotr DRAMATICLY LONG, FULL AND DARK LASHES COMPARED TO
MaxFactor that it was lighter...i think thats an important q
MaxFactor That make-up professionals use it.
CoverGirl Appearance of person in ad
MaxFactor Make-up artist used it.
MaxFactor volumizing

Revlon

 I liked the model, the copy about "fantasies" - it
MaxFactor I liked the way her eye lashes looked. They looke
MaxFactor the ad adressed the problem I wanted to solve with
MaxFactor volume & length
MaxFactor Very informative
CoverGirl Dramatic eyes
CoverGirl no words, it was the appearance of the model
MaxFactor the make up artist make up phrase caught my eye
Revlon I recognized the actress. The other two ads looke
MaxFactor Make up brand for make up artists
CoverGirl I liked it because the girl had really nice skin,
MaxFactor the lashes didn't look realistic
MaxFactor Not sure
Revlon The ad didn't emphasize what the mascara could do.
CoverGirl It wasn't what was said, it was the picture.
Revlon Just the presentation
CoverGirl more descriptive detail
MaxFactor it was too fake and out there. didn't appeal to me
MaxFactor tried to sell because of a makeup artist... even t
MaxFactor I just liked the layout of the ad
Revlon Some fantasies are expressed with looks- very ro
Revlon didn't show the eyes, person was too far away
MaxFactor The endorsement
Revlon I have tried that kind and it makes my eyelashes s
MaxFactor More information on the benefits of the product.
Revlon More appealing ad visually
CoverGirl description, clarity, photo, emotion
CoverGirl The "closeness" of the AD
MaxFactor It won't weigh your lashes down and chief make up

 

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For the next few questions, please show me how you feel about these MAXFACTOR statements (whether you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree). Click the appropriate circle to mark your answer.

7a. MAXFACTOR is a good mascara. (n=90, mean= 3.5, s.d.=0 .6)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree
5
5.6%
Agree
41
45.6%
Neither Agree Nor Disagree
41
45.6%
Disagree
3
3.3%
Strongly Disagree
0
0%

 

7b. MAXFACTOR volumizes lashes. (n=90, mean=3.4, s.d.=0.6)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree
4
4.4%
Agree
31
34.4%
Neither Agree Nor Disagree
52
57.8%
Disagree
3
3.3%
Strongly Disagree
0
0$

 

7c. MAXFACTOR is easy to remove. (n=90, mean=3.1, s.d.=0.6)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree
1
1.1%
Agree
16
17.8%
Neither Agree Nor Disagree
66
73.3%
Disagree
5
5.6%
Strongly Disagree
2
2.2%

 

7d. MAXFACTOR makes eyes look dramatic. (n=90, mean=3.5, s.d.=0.6)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree
2
2.2%
Agree
41
45.6%
Neither Agree Nor Disagree
46
51.1%
Disagree
1
1.1%
Strongly Disagree
0
0%

 

7e. MAXFACTOR weighs lashes down. (n=90, mean=3.1, s.d.=0.7)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree
2
2.2%
Agree
6
6.7%
Neither Agree Nor Disagree
67
74.4%
Disagree
13
14.4%
Strongly Disagree
2
2.2%

 

7f. MAXFACTOR separates lashes. (n=90, mean=3.2, s.d.=0.8)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree
2
2.2%
Agree
5
5.6%
Neither Agree Nor Disagree
56
62.2%
Disagree
26
28.9%
Strongly Disagree
1
1.1%

 

 

7g. MAXFACTOR is hard to use. (n=90, mean=3.2, s.d. 0.8)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree
3
3.3%
Agree
2
2.2%
Neither Agree Nor Disagree
59
65.6%
Disagree
23
25.6%
Strongly Disagree
3
3.3%

 

7h. MAXFACTOR lengthens lashes. (n=90, mean=3.3, s.d.=0.7)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree
1
1.1
Agree
4
4.4
Neither Agree Nor Disagree
51
56.7
Disagree
33
36.7
Strongly Disagree
1
1.1

 

7i. MAXFACTOR lifts lashes. (n=90, mean=3.3, s.d.=0.6)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree
1
1.1
Agree
3
3.3
Neither Agree Nor Disagree
53
58.9
Disagree
33
36.7
Strongly Disagree
0
0

 

7j. MAXFACTOR makes lashes clump. (n=90, mean=3.3, s.d.=0.7)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree
1
1.1
Agree
8
8.9
Neither Agree Nor Disagree
54
60.0
Disagree
25
27.8
Strongly Disagree
2
2.2

 

 


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For the next few questions, please show me how you feel about these REVLON statements (whether you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree). Click the appropriate circle to mark your answer.

8a. REVLON is a good mascara. (n=90, mean=3.7, s.d.=0.8)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 6 6.7
Agree 53 58.9
Neither Agree Nor Disagree 28 31.1
Disagree 1 1.1
Strongly Disagree 2 1.1

 

8b. REVLON volumizes lashes. (n=90, mean=3.6, s.d.=0.6)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree
5
5.6
Agree
46
51.1
Neither Agree Nor Disagree
37
41.1
Disagree
2
2.2
Strongly Disagree
0
0

 

8c. REVLON is easy to remove. (n=90, mean=3.2, s.d.=0.6)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree
3

7.8
Agree
23
63.3
Neither Agree Nor Disagree
57
25.6
Disagree
7
3.3
Strongly Disagree
0
0

 

8d. REVLON makes eyes look dramatic. (n=90, mean=3.5, s.d.=0.8)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree
5
5.6
Agree
44
48.9
Neither Agree Nor Disagree
37
41.1
Disagree
2
2.2
Strongly Disagree
2
2.2

 

8e. REVLON weighs lashes down. (n=90, mean=3.1, s.d.=0.7)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 2 2.2
Agree 2 2.2
Neither Agree Nor Disagree 37 41.1
Disagree 44 48.9
Strongly Disagree 5 5.6

 

8f. REVLON separates lashes. (n=90, mean=3.3, s.d.=0.8)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 3 3.3
Agree 31 34.4
Neither Agree Nor Disagree 50 55.6
Disagree 3 3.3
Strongly Disagree 3 3.3

 

8g. REVLON is hard to use. (n=90, mean=3.3, s.d.=0.6)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 0  
Agree 6 6.7
Neither Agree Nor Disagree 49 54.4
Disagree 33 36.7
Strongly Disagree 2 2.2

 

8h. REVLON lengthens lashes. (n=90, mean=3.4, s.d.=0.6)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 3 3.3
Agree 35 38.9
Neither Agree Nor Disagree 47

52.2
Disagree 3 3.3
Strongly Disagree 2 2.2

 

8i. REVLON lifts lashes. (n=90, mean=3.4, s.d.=0.7)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 5 5.6
Agree 26 28.9
Neither Agree Nor Disagree 56 62.2
Disagree 3 3.3
Strongly Disagree 0 0

 

8j. REVLON makes lashes clump.

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 2 2.2
Agree 9 10
Neither Agree Nor Disagree 57 63.3
Disagree 19 21.1
Strongly Disagree 3 3.3

 

 


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For the next few questions, please show me how you feel about these COVERGIRL statements (whether you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree). Click the appropriate circle to mark your answer.

9a. COVERGIRL is a good mascara. (n=90, mean=3.6, s.d.=0.7)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 6 6.7
Agree 48 53.3
Neither Agree Nor Disagree 27 32.2
Disagree 7 7.8
Strongly Disagree 0 0

 

9b. COVERGIRL volumizes lashes. (n=90, mean=3.5, s.d.=0.7)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 3 3.3
Agree 46 51.1
Neither Agree Nor Disagree 36 40
Disagree 4 4.4
Strongly Disagree 1 1.1

 

9c. COVERGIRL is easy to remove. (n=90, mean=3.3, s.d.=0.7)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 5

5.6
Agree 29 32.2
Neither Agree Nor Disagree 50 55.6
Disagree 5 5.6
Strongly Disagree 1 1.1

 

9d. COVERGIRL makes eyes look dramatic. (n=90, mean=3.3, s.d.=0.7)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 4 4.4
Agree 32 35.6
Neither Agree Nor Disagree 48 53.3
Disagree 5 5.6
Strongly Disagree 1 1.1

 

9e. COVERGIRL weighs lashes down. (n=90, mean=3.2, s.d.=0.7)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 1 1.1
Agree 6 6.7
Neither Agree Nor Disagree 59 65.6
Disagree 20 22.2
Strongly Disagree 4 4.4

 

9f. COVERGIRL separates lashes. (n=90, mean=3.4, s.d.=0.6)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 4 4.4
Agree 33 36.7
Neither Agree Nor Disagree 50 55.6
Disagree 30 3.3
Strongly Disagree 0 0

 

9g. COVERGIRL is hard to use. (n=90, mean=3.4, s.d.=0.7)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 0 0
Agree 3 3.3
Neither Agree Nor Disagree 50 55.6
Disagree 32 35.6
Strongly Disagree 5 5.6

 

9h. COVERGIRL lengthens lashes. (n=90, mean=3.4, s.d.=0.7)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 4 4.4
Agree 35 52.2
Neither Agree Nor Disagree 47 38.9
Disagree 4 4.4
Strongly Disagree 0 0

 

9i. COVERGIRL lifts lashes. (n=90, mean=3.3, s.d.=0.7)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 4 4.4
Agree 29 32.2
Neither Agree Nor Disagree 52 57.8
Disagree 4 4.4
Strongly Disagree 1 1.1

 

9 j. COVERGIRL makes lashes clump. (n=90, mean=3.1, s.d.=0.8)

Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree

 

Answer
n=
%
Strongly Agree 1 1.1
Agree 12 13.3
Neither Agree Nor Disagree 51 56.7
Disagree 24 26.7
Strongly Disagree 2 2.2

 


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Remember what was said about the products in the ads and click the “yes” buttons when you feel the word describes the brand and “no” for the ones that you feel don't describe the brand.

What was said about the product in the MAXFACTOR ad was:

10a. Professional Yes n=22, 24.4% No n=68, 75.6% mean=.7, s.d.=.4
10b. Empowering Yes n=23, 25.6% No n=67, 74.4% mean=.3, s.d.=.4
10c. Dramatic Yes n=58, 64.4% No n=32, 35.6% mean=.6, s.d.=.5
10d. Believable Yes n= 54, 60.0% No n=36, 40.0% mean=.6, s.d.=.5
10e. Informative Yes n=59, 65.6% No n=31, 34.4% mean=.6, s.d.=.4
10f. Unique Yes n=26, 28.9% No n=64, 71.1% mean=.3, s.d.=.3
10g. Memorable Yes n= 26, 28.9% No n=64, 71.1