1. Please read each of the following three questions carefully and respond by clicking inside the box provided and typing your answer.

1a. The last time you purchased shampoo, which brand did you buy? (If you have never purchased shampoo, please type in the name of any shampoo brand that you happen to recall.)

2a. The last time you purchased body lotion, which brand did you buy? (If you have never purchased body lotion, please type in the name of any body lotion brand that you happen to recall.)

3a. The last time you purchased anti-aging foundation, which brand did you buy? (If you have never purchased anti-aging foundation, please type in the name of any foundation brand that you happen to recall.)

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2a. Below you will find three brands of shampoo. Please distribute 10 points among these brands (using drop down menus provided) according to how likely you are to buy each of them. Please make sure the numbers you choose add up to 10.

2b. Below you will find three brands of body lotion. Please distribute 10 points among these brands (using drop down menus provided) according to how likely you are to buy each of them. Please make sure the numbers you choose add up to 10.

2c. Below you will find three brands of anti-aging foundation. Please distribute 10 points among these brands (using drop down menus provided) according to how likely you are to buy each of them. Please make sure the numbers you choose add up to 10.

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Please review the following three anti-aging foundation ads for 30 seconds for each ad. After viewing, please continue with the questions without clicking back to the ads. It is not necessary for you to remember all of the details of each ad.

view advertisement 1

LANCOME; Renergie Lift Makeup

Copy reads: Lifting/ Radiance > Immediately makes skin smooth; lines appear to be lifted. > Lightweight, moisturizing formula with vitamin E glides on skin for a renewed glow. > I see lines virtually disappear; My skin radiates seamless beauty. In a 4-week consumer test, 94% of women found smoother skin, 80% found appearance of wrinkles reduced, 80% saw more radiant skin. shop@lancome.com

view advertisement 2

SHISEIDO; The Makeup

Copy reads: It's not just makeup. It's the foundation of beauty. Each day, skin appears firmer as lines and wrinkles visibly lift away. The lustrous, youthful glow is yours. 72% agree - Lifted appearance 73% agree - Less visible wrinkles 82% agree - Lustrous finish 91% agree - Long lasting

view advertisement 3

CLINIQUE; Repairwear

Copy reads: New smooth finish, continuous repair. Smoothes instantly. Hydrates all day. With continued use, provides repair to help block and mend the look of lines. Skin looks flawless, vibrant, now and into the future. Allergy tested. 100% Fragrance Free. clinique.com

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3. You may now have noticed characteristics of the brands in the ads that you were previously unaware of. Once again, please distribute 10 points among these brands according to how likely you are to buy each of them. Please make sure the numbers you choose add up to 10.

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

4a. Was there any one thing in these ads that made you feel differently about any one of the three brands of anti-aging foundations?

If you answered "No" to above question 4a, please skip ahead to question 5 by clicking here. If you answered "Yes," please proceed to the next question, 4b.

4b. Which brand did you feel MOST differently about?

4c. Did you feel more or less favorable toward this brand?

4d. Briefly describe what made you feel this way.

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For the following questions, please indicate whether you strongly agree, agree, neither agree not disagree, disagree, or strongly disagree. Click the appropriate circle.

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5a. Lancome Renergie Lift Makeup is a good anti-aging foundation.

5b. Among the three anti-aging foundation brands, Lancome Renergie Lift Makeup will hide fine lines and wrinkles the best.

5c. I prefer Lancome Renergie Lift Makeup over other anti-aging foundation brands.

5d. I would not purchase Lancome Renergie Lift Makeup anti-aging foundation.

5e. Lancome Renergie Lift Makeup will make me look younger.

5f. Lancome Renergie Lift Makeup will make my skin look healthier.

5g. Lancome Renergie Lift Makeup is good for my skin.

5h. Lancome Renergie Lift Makeup will stay on longer.

5i. Lancome Renergie Lift Makeup will feel heavy on my skin.

5j. I trust Lancome products.

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6a. Shiseido The Makeup is a good anti-aging foundation.

6b. Among the three anti-aging foundation brands, Shiseido The Makeup will hide fine lines and wrinkles the best.

6c. I prefer Shiseido The Makeup over other anti-aging foundation brands.

6d. I would not purchase Shiseido The Makeup anti-aging foundation.

6e. Shiseido The Makeup will make me look younger.

6f. Shiseido The Makeup will make my skin look healthier.

6g. Shiseido The Makeup is good for my skin.

6h. Shiseido The Makeup will stay on longer.

6i. Shiseido The Makeup will feel heavy on my skin.

6j. I trust Shiseido products.

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7a. Clinique Repairwear is a good anti-aging foundation.

7b. Among the three anti-aging foundation brands, Clinique Repairwear will hide fine lines and wrinkles the best.

7c. I prefer Clinique Repairwear over other anti-aging foundation brands.

7d. I would not purchase Clinique Repairwear anti-aging foundation.

7e. Clinique Repairwear will make me look younger.

7f. Clinique Repairwear will make my skin look healthier.

7g. Clinique Repairwear is good for my skin.

7h. Clinique Repairwear will stay on longer.

7i. Clinique Repairwear will feel heavy on my skin.

7j. I trust Clinique products.

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8. Please think about the advertisements for each product and check the box if you agree with the term used to describe the brand's ad. Feel free to check all boxes that apply. Please answer all the questions.

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Now, please think about overall impressions from the different advertisements.
Answer "Yes" if you believe the statement to be true and "No" if you do not.

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9. Lancome Renergie Lift Makeup anti-aging foundation:

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10. Shiseido The Makeup anti-aging foundation:

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11. Clinique Repairwear anti-aging foundation:

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You have now completed the survey. In order for me to effectively evaluate the results from this questionnaire, I would like to know the following information about you. Again, keep in mind that your information will be held strictly confidential.

Please click on the box provided for your response.

12. What is your gender? select male female

13. What is your age group? select 18-25 26-35 36-45 46-55 56-65 66+

14. What is your last completed educational level? select High School Some College Post Graduate Other

15. What is your annual household income? select under $20,000 $20,000-$35,000 $35,000-$50,000 $50,000-$65,000 $65,000-$80,000 $80,000+

16. How often do you purchase foundations?

If you are finished providing the information, you are ready to submit your answers by clicking the "SUBMIT" button below. Please note that when you hit "SUBMIT," you are giving your consent to participate in this study.