Brand Preference Survey

Hello there!

My name is Hillary Ruth and I am a masters student at the University of Texas. I am studying Advertising and part of my program is a research class in which I must conduct online surveys and analysis. This is my first survey. It is about body lotion. It would certainly be very helpful to me and my grade if you could take 10 to 15 minutes and answer each of the questions in this survey to the best of your ability. Please read all of the instructions thoroughly before answering each question.

All answers in this survey are strictly confidential and only used for educational purposes.

Thank you!

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Section 1

Please read each of the following questions carefully and respond by typing your answers in the boxes provided. If you have never purchased one of these items, please list the brand that first comes to mind.

1. The last time you purchased body wash, which brand did you buy?
(n=67; Dove: n=9, 13.5%; Caress: n=3, 4.5%; Suave: n=6, 9.0%, All Others: n=49, 73.0%)
2. The last time you purchased shave gel, which brand did you buy?
(n=67; Skintimate: n=12, 18.0%; Gillette: n=22, 32.9%; Equate: n=2, 3.0%; All Others: n=40, 46.1%)
3. The last time you purchased body lotion, which brand did you buy?
(n=67; Aveeno: n=5. 12.0%; Vaseline: n=8, 12.0%; Bath & Body Works: n=11, 16.5%; All Others: n=43,60.0%)

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Section 2

1. Please divide 10 points among these three brands of body wash to indicate how likely you would be to purchase that brand the next time you go shopping. Please make sure the total adds up to 10 and use whole numbers (like 5, 7 and 10) and not fractions (like 2.5 and 3 1/4).

Dove n = 67, mean = 4.7, std. deviation = 3.0

Caress n = 67, mean = 2.5, std. deviation = 2.3

Olay n = 67, mean = 2.8, std. deviation = 2.5

Total 10

2. Please divide 10 points among these three brands of shave gel to indicate how likely you would be to purchase that brand the next time you go shopping. Please make sure the total adds up to 10 and use whole numbers (like 5, 7 and 10) and not fractions (like 2.5 and 3 1/4).

Skintimate		n = 67, mean = 3.3, std. deviation = 3.0
Gillette		n = 67, mean = 4.2, std. deviation = 3.4
Aveeno		n = 67, mean = 4.3, std. deviation = 2.6
Total	10

3. Please divide 10 points among these three brands of body lotion to indicate how likely you would be to purchase that brand the next time you go shopping. Please make sure the total adds up to 10 and use whole numbers (like 5, 7 and 10) and not fractions (like 2.5 and 3 1/4).

Curel		n = 67, mean = 2.3, std. deviation = 2.4
Olay		n = 67, mean = 3.1, std. deviation = 2.4
Aveeno		n = 67, mean = 4.1, std. deviation = 2.9
Total	10

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Section 3

Please review the following three ads for body lotion for 30 seconds each. Once you've finished, continue with the questions that follow without clicking back to the ads. It isn't necessary for you to remember the ads exactly.

Click here to view the first ad

First Ad

Curel

	Headline: Heals Like a Cream, Feels Like A Lotion
	Copy: Curel Ultra Healing Lotion-all the healing power of a cream in a non-greasy lotion. So if you've got extra-dry skin, get soft, get smooth. Get the Curel.

Click here to view the next ad

Second Ad

Olay

	Headline: Dressing can be rough with extremely dry skin. Rescue it immediately.
	Copy: New Quench Therapy: Feeling uncomfortable in your own skin? There's relief. Relief that starts immediately. New Quench Therapy nourishes extremely dry skin by locking in moisture. Turns itchy skin into loveable skin.

Click here to view the last ad

Last Ad

Aveeno

	Headline:Get healthy skin for life. Aveeno is clinically proven to improve skin's health in one day, with significant improvement in two weeks.
	Copy: Don't just moisturize, improve the health of your skin with Aveeno Daily Moisturizing Lotion. Recommended by dermatologists for years, the natural oatmeal formula immediately relieves and protects dry skin by replenishing moisture and locking it in for a full 24 hours. Use it every day for healthy, beautiful skin that lasts.

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Section 4

You may have learned something new about one or more of the brands from these ads that you've just seen.

Once again, please divide 10 points among these 3 brands of body lotion to indicate how likely you would be to purchase that brand the next time you go shopping. Please make sure the total adds up to 10 and use whole numbers (like 5, 7 and 10) and not fractions (like 2.5 and 3 1/4).

Curel n = 67, mean = 2.9, std. deviation = 2.4

Olay n = 67, mean = 3.1, std. deviation = 2.4

Aveeno n = 67, mean = 4.1, std. deviation = 2.8

Total 10

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Section 5

1. Is there anything in any of the ads that made you feel differently about a brand?

Yes	No

(Yes: n = 38, 56.7%, No: n = 29, 43.3%)

(if your answer was "No", skip to the next section)

2. Which brand do you feel most differently about?

Curel	Olay	Aveeno

n = 14, 20.9%	n = 11, 16.4%	n = 16, 23.9%

3. Are your feelings towards this brand more favorable or less favorable?

More favorable		Less Favorable

n = 33, 49.3%		n = 34, 50.7%

4. What aspect of the ads is responsible for this change in attitude?

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Section 6a

Please indicate whether you Strongly Agree, Agree, Neither Agree Nor Disagree, Disagree, or Strongly Disagree with each of the following statements about Curel body lotion.

1. Curel is a good brand of body lotion.
n = 67, mean = 3.6, std. deviation = 0.8
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 5, 7.5%	n = 36, 53.7%	n = 22, 32.8%	n = 3, 4.5%	n = 1, 1.5%
2. I prefer Curel to other body lotions.
n = 67, mean = 2.7, std. deviation = 1.0
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 3, 4.5%	n = 10, 14.9%	n = 24, 35.8%	n = 22, 32.8%	n = 8, 11.9%
3. I will consider buying Curel the next time I go shopping for body lotion.
n = 67, mean = 3.0, std. deviation = 1.2
Stongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 3, 4.5%	n = 29, 43.3%	n = 7, 10.4%	n = 20, 29.9%	n = 8, 11.9%
4. Curel will definitely keep my skin moisturized all day long.
n = 67, mean = 3.3, std. deviation = 0.6
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 0, 0.0%	n = 21, 31.3%	n = 41, 61.2%	n = 5, 7.5%	n = 0, 0.0%
5. Curel is effective at making my skin feel smooth.
n = 67, mean = 3.3, std. deviation = 0.6
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.5%	n = 25, 37.3%	n = 37, 55.2%	n = 4, 6.0%	n = 0, 0.0%
6. Curel *will not* make my skin feel greasy.
n = 67, mean = 2.7, std. deviation = 0.7
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 2, 3.0%	n = 37, 55.2%	n = 24, 37.3%	n = 8, 11.9%	n = 0, 0.0%
7. Curel is the only brand of body lotion I would buy.
n = 67, mean = 1.9, std. deviation = 1.0
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 2, 3.0%	n = 3, 4.5%	n = 8, 11.9%	n = 27, 40.3%	n = 27, 40.3%
8. People who use Curel are smarter than those who do not.
n = 67, mean = 2.1, std. deviation = 0.7
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 0, 0.0%	n = 0, 0.0%	n = 23, 43.2%	n = 29, 43.3%	n = 15, 22.4%
9. Out of the three brands highlighted in this survey, Curel is the best brand of body lotion.
n = 67, mean = 2.4, std. deviation = 0.9
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.5%	n = 4, 6.0%	n = 25, 38.8%	n = 23, 34.3%	n = 13, 19.4%
10. Using Curel makes me feel good.
n = 67, mean = 3.9, std. deviation = 0.5
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 0, 0.0%	n = 11, 16.4%	n = 39, 58.2%	n = 10, 14.9%	n = 7, 10.4%

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Section 6b

Please indicate whether you Strongly Agree, Agree, Neither Agree Nor Disagree, Disagree, or Strongly Disagree with each of the following statements about Olay body lotion.

1. Olay is a good brand of body lotion.
n = 67, mean = 3.9, std. deviation = 0.5
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 4, 6.0%	n = 16, 23.9%	n = 12, 17.9%	n =1, 1.5%	n = 0, 0.0%
2. I prefer Olay to other body lotions.
n = 67, mean = 2.9, std. deviation = 0.9
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 2, 3.0%	n = 16, 23.9%	n = 25, 37.3%	n = 20, 29.9%	n = 4, 6.0%
3. I will consider buying Olay the next time I go shopping for body lotion.
n = 67, mean = 3.2, std. deviation = 1.0
Stongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 4, 6.0%	n = 29, 43.3%	n = 16, 23.9%	n = 14, 20.9%	n = 4, 6.0%
4. Olay will definitely keep my skin moisturized all day long.
n = 67, mean = 3.4, std. deviation = 0.7
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 3, 4.5%	n = 24, 35.8%	n = 35, 52.5%	n = 4, 6.0%	n = 1, 1.5%
5. Olay is effective at making my skin feel smooth.
n = 67, mean = 3.7, std. deviation = 0.6
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 4, 6.0%	n = 37, 55.2%	n = 25, 37.3%	n = 1, 1.5%	n = 0, 0.0%
6. Olay will not make my skin feel greasy.
n = 67, mean = 2.7, std. deviation = 0.8
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.5%	n = 26, 38.8%	n = 31, 46.3%	n = 8, 11.9%	n = 1, 1.5%
7. Olay is the only brand of body lotion I would buy.
n = 67, mean = 2.0, std. deviation = 0.9
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.5%	n = 4, 6.0%	n = 10, 14.9%	n = 32, 47.8%	n = 20, 29.9%
8. People who use Olay are smarter than those who do not.
n = 67, mean = 2.2, std. deviation = 0.9
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 0, 0.0%	n = 2, 3.0%	n = 25, 37.3%	n = 23, 34.3%	n = 17, 25.4%
9. Out of the three brands highlighted in this survey, Olay is the best brand of body lotion.
n = 67, mean = 2.7, std. deviation = 0.9
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 2, 3.0%	n = 6, 9.0%	n = 32, 47.8%	n = 22, 32.8%	n = 17, 25.4%
10.Using Olay makes me feel good.
n = 67, mean = 3.1, std. deviation = 0.8
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 0, 0.0%	n = 20, 29.9%	n = 37, 55.2%	n = 6, 9.0%	n = 4, 6.0%

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Section 6c

Please indicate whether you Strongly Agree, Agree, Neither Agree Nor Disagree, Disagree, or Strongly Disagree with each of the following statements about Aveeno body lotion.

1. Aveeno is a good brand of body lotion.
n = 67, mean = 4.0, std. deviation = 0.7
Stongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 15, 22.4%	n = 38, 56.7%	n = 12, 17.9%	n = 1, 1.5%	n = 0, 0.0%
2. I prefer Aveeno to other body lotions.
n = 67, mean = 3.2, std. deviation = 1.0
Stongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 6, 9.0%	n = 20, 29.9%	n = 25, 37.3%	n = 15, 22.4%	n = 1, 1.5%
3. I will consider buying Aveeno the next time I go shopping for body lotion.
n = 67, mean = 3.7, std. deviation = 1.0
Stongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 10, 14.9%	n = 35, 52.2%	n = 14, 20.9%	n = 5, 7.5%	n = 3, 4.5%
4. Aveeno will definitely keep my skin moisturized all day long.
n = 67, mean = 3.5, std. deviation = 0.7
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 6, 9.0%	n = 28, 41.8%	n = 29, 43.3%	n = 4, 6.0%	n = 0, 0.0%
5. Aveeno is effective at making my skin feel smooth.
n = 67, mean = 3.6, std. deviation = 0.7
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 5, 7.5%	n = 35, 52.2%	n = 24, 35.8%	n = 3, 4.5%	n = 0, 0.0%
6. Aveeno *will not* make my skin feel greasy.
n = 67, mean = 3.6, std. deviation = 0.7
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 7, 10.4%	n = 29, 43.3%	n = 26, 38.8%	n = 5, 7.5%	n = 0, 0.0%
7. Aveeno is the only brand of body lotion I would buy.
n = 67, mean = 2.3, std. deviation = 0.9
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 2, 3.0%	n = 5, 7.5%	n = 14, 21.0%	n = 34, 50.7%	n = 12, 17.9%
8. People who use Aveeno are smarter than those who do not.
n = 67, mean = 2.3, std. deviation = 0.9
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.5%	n = 2, 3.0%	n = 27, 40.3%	n = 26, 38.8%	n = 11, 16.4%
9. Out of the three brands highlighted in this survey, Aveeno is the best brand of body lotion.
n = 67, mean = 3.2, std. deviation = 0.9
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 4, 6.0%	n = 22, 32.8%	n = 28, 41.8%	n = 10, 14.9%	n = 3, 4.5%
10. Using Aveeno makes me feel good.
n = 67, mean = 3.3, std. deviation = 0.8
Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 4, 6.0%	n = 25, 37.3%	n = 30, 44.8%	n = 6, 9.0%	n = 2, 3.0%

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Section 7

For the following question, please think about the ads that you viewed before. If you feel that the adjective describes the ad for the brand listed, then mark the box. More than one ad can fit any one adjective. If none of the ads fit that adjective, then leave all the boxes empty.

	Curel	Olay	Aveeno
Confusing
	n = 15, 17.9%	n = 5, 7.5%	n = 3, 4.5%
Important
	n = 10, 14.9%	n = 10, 14.9%	n = 27, 40.3%
Hard to Believe
	n = 8, 11.9%	n = 11, 16.4%	n = 6, 9.0%
Easy to Understand
	n = 43, 64.2%	n = 48, 71.6%	n = 44, 65.7%
Attention Getting
	n = 24, 35.8%	n = 36, 53.7%	n = 11, 16.4%
Different/Unique
	n = 21, 31.3%	n = 27, 40.3%	n = 3, 4.5%
Memorable
	n = 24, 35.8%	n = 31, 46.3%	n = 11, 16.4%
Informative
	n = 18, 26.9%	n = 18, 26.9%	n = 54, 80.6%
Ordinary/Common
	n = 27, 40.3%	n = 21, 31.3%	n = 35, 52.2%
Boring
	n = 22, 32.8%	n = 18, 26.9%	n = 33, 49.3%

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Section 8a

Without looking back, think back to your impression of the Curel ad. Select "Yes" if you agree with the statement or "No" if you disagree.

	Yes		No
1. This ad was not memorable.		n = 33, 49.3%		n = 34, 50.7%
2. This ad made me think differently about Curel.		n = 21, 31.3%		n = 46, 68.7%
3. This ad is annoying.		n = 15, 22.4%		n = 53, 77.6%
4. This ad is suitable for body lotion.		n = 55, 82.1%		n = 12, 17.9%
5. This ad made me want to recommend Curel to others.		n = 12, 17.9%		n = 55, 82.1%
6. This ad would catch my attention if I saw it in a magazine.		n = 29, 43.3%		n = 38, 56.7%
7. This ad contained useful information.		n = 35, 52.2%		n = 32, 47.8%
8. This ad explained the attributes of the product successfully.		n = 43, 64.2%		n = 24, 35.8%
9. I learned something new about Curel from this ad.		n = 27, 40.3%		n = 40, 59.7%
10. This ad is easy to remember.		n = 36, 53.7%		n = 31, 46.3%

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Section 8b

Without looking back, think back to your impression of the Olay ad. Select "Yes" if you agree with the statement or "No" if you disagree.

	Yes		No
1. This ad was not memorable.		n = 33, 49.3%		n = 34, 50.7%
2. This ad made me think differently about Olay.		n = 16, 23.9%		n = 51, 76.1%
3. This ad is annoying.		n = 14, 20.9%