1. Please read each question below and then fill in your response in the box provided.

a.) The last time you bought a toothbrush, what brand did you buy?

Brand:

b.) The last time you bought dental floss, what brand did you buy?

Brand:

c.) The last time you bought toothpaste, what brand did you buy?

Brand:

2. Below you will find three brands of toothbrushes. Please divide 10 points among these toothbrushes according to how likely you are to buy each brand. Please use only whole numbers such as 1, 2, or 3. Do not use fractions such as 1 1/2 or 1.5.

3. Next, you will find three brands of dental floss. Please divide 10 points among these dental flosses according to how likely you are to buy each brand. Please use only whole numbers such as 1, 2, or 3. Do not use fractions such as 1 1/2 or 1.5.

4. Finally, you will find three brands of toothpaste. Please divide 10 points among these toothpastes according to how likely you are to buy each brand. Please use only whole numbers such as 1, 2, or 3. Do not use fractions such as 1 1/2 or 1.5.

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5. In order to properly conduct this activity, please take only a short time to review each of the following three ads for whitening toothpaste. It is not necessary for you to remember them exactly.

Click here to see the first ad

Copy: Over time, your teeth suffer the effects of normal use and wear. They lose their youthful brilliance. Now there's a toothpaste that goes beyond cleaning and whitening to help replenish your surface enamel for a long-lasting white and a smile that's timeless. Introducing new Mentadent Replenishing White--a fluoride toothpaste with Liquid Calcium technology in a perppermint flavor. Mentadent's exclusive dual-chamber technology releases calcium and phosphate. The dentist-recommended ingredients combine to form Liquid Calcium which fills in microscopic crevices. Replenishing surface enamel, whitening your teeth and helping guiard against future stains.

Next ad

Copy: Each of our maximum fluoride formulas uses pure, natural Arm & Hammer baking soda. It dissolves into particles so fine that it gets into places other toothpastes can't reach, even in-between teeth and along the gum line. That's why it cleans and whitens more throroughly than regular toothpastes. In fact, many dentists use it. If you want thr best possible oral care for your teeth and gums, get one of our new, fresh-tasting formulas and start brushing healthy.

Last ad

Copy: Talk is cheap. Only Oral B Rembrandt Plus toothpaste has a patented Citroxain based formula that dramatically whitens teeth 5 full shades and helps protect against new stains to keep them white. Oral-B Rembrandt Plus. For a smile that says it all. Visit www.oralb.com.

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6. Now, you may have noticed characteristics in the ads that you were previously unaware of. Once again, please divide 10 points among these toothpastes according to how likely you are to buy each brand. Please use only whole numbers such as 1, 2, or 3. Do not use fractions such as 1 1/2 or 1.5. You do not need to give the same answers as you did on the previous page.

7. Please answer the following questions regarding your impressions of the ad.

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

If you choose "No," please click to question 8 now.

If you chose "Yes":

b.) Which brand did you feel most differently about?

c.) Did you feel more or less favorable toward it?

d.) Briefly describe why you feel this way.

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8. For the following statements, please indicate whether you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree.

a.) Mentadent is a good brand of toothpaste.

b.) Mentadent gets teeth white.

c.) Mentadent tastes bad.

d.) Mentadent makes my mouth feel clean.

e.) Mentadent packaging is bulky.

f.) Mentadent makes my teeth feel dirty.

g.) Mentadent is gentle on gums.

h.) Mentadent is too harsh.

i.) Mentadent does not have a large enough flavor variety.

j.) I would recommend Mentadent to others.

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9. For the following statements, please indicate whether you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree.

a.) Arm & Hammer is a good brand of toothpaste.

b.) Arm & Hammer gets teeth white.

c.) Arm & Hammer tastes bad.

d.) Arm & Hammer makes my mouth feel clean.

e.) Arm & Hammer packaging is bulky.

f.) Arm & Hammer makes my teeth feel dirty.

g.) Arm & Hammer is gentle on gums.

h.) Arm & Hammer is too harsh.

i.) Arm & Hammer does not have a large enough flavor variety.

j.) I would recommend
Arm & Hammer to others.

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10. For the following statements, please indicate whether you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree.

a.) Oral B is a good brand of toothpaste.

b.) O ral B gets teeth white.

c.) Oral B tastes bad.

d.) Oral B makes my mouth feel clean.

e.) Oral B packaging is bulky.

f.) Oral B makes my teeth feel dirty.

g.) Oral B is gentle on gums.

h.) Oral B is too harsh.

i.) Oral B does not have a large enough flavor variety.

j.) I would recommend
Oral B to others.

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11. Please think about what was said of the products in the ads you viewed. Click the buttons which you feel describes the ad.

a.) The Mentadent ad was:

b.) The Arm & Hammer ad was:

c.) The Oral B ad was:

12. Again, please think about what was said about the products in the ads then click the buttons which you feel descibes the brand.

a.) The Mentadent ad is an ad that:

b.) The Arm & Hammer ad is an ad that:

c.) The Oral B ad is an ad that:

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In order for the results to be evaluated properly, please asnwer the following questions. All answers will remain confidential.

What is your age group?

What is your sex?

What is your educational level?

How many times a day do you brush your teeth?

Do you always buy the same brand of toothpaste?

Please feel free to provide any additional comments.