Section 1

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Section 2

Listed below are three brands of shampoo. Using whole numbers, please distribute 10 points among these brands according to how likely you are to purchase each brand. The higher the number, the more likely you are to purchase that brand. The total must add up to 10 (e.g. 2+4+4=10).

2a. Shampoo

2b. Deodorant

2c. Body Wash

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Section 3

Next, you will see three magazine advertisements for body wash.

Please take 15 seconds to look at each one, and continue on with the survey. Please do not come back to the ads later on.

I'm Ready

Copy: Who will you hook up with if you're hung over?   Axe Recovery Shower Gel Wash away your hangover.     next

Copy What? Is there some reason we can't just have a picture of a twelve-inch-long hot dog without everyone freaking out? Old Spice Keep it Clean     next

Copy: Introducing new Zest Hydrating Effects Body Wash and Bar. Aloe and vitamin-infused formulas rehydrate your skin so you can feel cool and clean. Mile after mile Get your Zest back!     next

Section 4

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Section 5

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

Do you feel differently about any brand as a result of seeing one of the ads you were shown?

5a. If yes, which brand do you feel most strongly about? (Please choose only one.)

5b. Do you feel more or less favorable toward the brand?

5c. Please briefly describe what made you feel this way.

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Section 6

For the following questions, please indicate how you feel about Axe Body Wash by selecting one of the given options.

Axe

6a. Axe is a good brand of body wash.

6b. I prefer Axe over other body washes.

6c. Axe gets me cleaner than other body washes.

6d. Axe smells nicer than other body washes.

6e. I would not recommend Axe to other people.

6f. Axe is a good value.

6g. Axe is healthy.

6h. Axe makes me feel good.

6i. Axe is bad for my skin.

6j. I would purchase Axe.

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Old Spice

6a. Old Spice is a good brand of body wash.

6b. I prefer Old Spice over other body washes.

6c. Old Spice gets me cleaner than other body washes.

6d. Old Spice smells nicer than other body washes.

6e. I would not recommend Old Spice to other people.

6f. Old Spice is a good value.

6g. Old Spice is healthy.

6h. Old Spice makes me feel good.

6i. Old Spice is bad for my skin.

6j. I would purchase Old Spice.

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Zest

6a. Zest is a good brand of body wash.

6b. I prefer Zest over other body washes.

6c. Zest gets me cleaner than other body washes.

6d. Zest smells nicer than other body washes.

6e. I would not recommend Zest to other people.

6f. Zest is a good value.

6g. Zest is healthy.

6h. Zest makes me feel good.

6i. Zest is bad for my skin.

6j. I would purchase Zest.

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Section 7

Please check the boxes next to any of the adjectives you feel describe each brand's respective advertisement.

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Section 8

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Section 9

Any addtional comments?

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