The following consumer preference study examines the advertisement effectiveness of three brands of
shampoo: Sunsilk, Dove, and Suave. The study compares pre and post ad exposure data to determine if a change in the respondents' brand perception is evident.

Data was collected through an online questionnaire completed by 70 respondents, and later imported into SPSS for statistical analysis to determine whether the findings could be projected to the general population.

The results of the study divulge that the three brands of shampoo are liked almost equally, with Dove favored slightly more than Suave and Sunsilk. Participants responded most favorably to the Sunsilk advertisement and least favorably to the Suave advertisement. In addition, this study indicates that there is little relation between how respondents rated brand attributes and what they thought of each brand.