Involvement Study Protocol
An Analysis of Advertisement Perception through Eye Tracking
After each student has completed the eye tracking portion of the study, we will have her complete an on-line survey. On the survey we will measure recall. Following that we will present aided recall and determine each student’s attitude toward the adand attitude toward the brandfor each advertisement. At the end of the ad-related questionswe will determine each student’s level of product involvement with a variety of products.Finally, we need to ask a few questions to get subjects sorted into groups.
1)Recall
At the beginning of the survey, we will ask a subject what ads she just saw. She will be encouraged to list as many as she can.
2)Aided Recall and Attitude Measures for Each Ad (So, there will be 25 “Part 2s)
Next, we’ll present each ad that she saw as well as three ads that she did not see. For each ad we will ask:
a)“Do you remember seeing this ad in the ads that you just saw?”
Yes / Nob)(If she answers yes, then we’ll ask her:) “How sure are you that you saw this ad?” (She will be asked to use a “slider” to indicate her level of confidence that she saw the ad before.)
Not at all sure / Absolutely surec)Attitude toward the ad(Whether she answers yes or no to part 2a, we’ll next ask her to rate her feeling about the ad that is currently in front of her.) “Now, please rate your feelings about the advertisement that is on the screen.”
Good / 1 / 2 / 3 / 4 / 5 / 6 / 7 / BadDislike very much / 1 / 2 / 3 / 4 / 5 / 6 / 7 / Like very much
Pleasant / 1 / 2 / 3 / 4 / 5 / 6 / 7 / Unpleasant
Poor quality / 1 / 2 / 3 / 4 / 5 / 6 / 7 / High quality
d)Attitude toward the brand (Next, we’ll ask her to rate her feeling about the brand in the ad that is currently in front of her.) “Now, please rate your feelings about the brand that is in the advertisement on the screen.”
Bad / 1 / 2 / 3 / 4 / 5 / 6 / 7 / GoodUnfavorable / 1 / 2 / 3 / 4 / 5 / 6 / 7 / Favorable
Dislike / 1 / 2 / 3 / 4 / 5 / 6 / 7 / Like
3)Product Involvement will be measured via Zaichkowsky (1994). For example, for each product category (there ) subjects will be asked to quickly respond to the following semantic-differential-type scales using the following bipolar adjectives: (So, there will be 8 “Part 3s)
a)Milk
Important / 1 / 2 / 3 / 4 / 5 / 6 / 7 / UnimportantBoring / 1 / 2 / 3 / 4 / 5 / 6 / 7 / Interesting
Relevant / 1 / 2 / 3 / 4 / 5 / 6 / 7 / Not relevant
Exciting / 1 / 2 / 3 / 4 / 5 / 6 / 7 / Unexciting
Means nothing to me / 1 / 2 / 3 / 4 / 5 / 6 / 7 / Means a lot to me
Appealing / 1 / 2 / 3 / 4 / 5 / 6 / 7 / Unappealing
Fascinating / 1 / 2 / 3 / 4 / 5 / 6 / 7 / Ordinary
Worthless / 1 / 2 / 3 / 4 / 5 / 6 / 7 / Valuable
Involving / 1 / 2 / 3 / 4 / 5 / 6 / 7 / Uninvolving
Not needed / 1 / 2 / 3 / 4 / 5 / 6 / 7 / Needed
(1)Do you drink milk?
Yes / No(2)If yes, which brand(s) do you drink?
b)Hair care
Important / 1 / 2 / 3 / 4 / 5 / 6 / 7 / UnimportantBoring / 1 / 2 / 3 / 4 / 5 / 6 / 7 / Interesting
…
4)Demographic Information
Age:
16-18 _____
19-20 _____
21-22 _____
23-24 _____
25+ _____
Please read each statement below and circle the number that best tells us the extent to which you agree or disagree with each.
I think it is important to include a picture of the product being advertised in advertisements.
Strongly agree / Agree / Neutral / Disagree / Strongly disagree1 / 2 / 3 / 4 / 5
I prefer advertisements that show me how to use a product.
Strongly agree / Agree / Neutral / Disagree / Strongly disagree1 / 2 / 3 / 4 / 5
I think it is important to include a picture of a person with the product being advertised in advertisements.
Strongly agree / Agree / Neutral / Disagree / Strongly disagree1 / 2 / 3 / 4 / 5
I prefer advertisements that show me how people might see me when I use the product being advertised.
Strongly agree / Agree / Neutral / Disagree / Strongly disagree1 / 2 / 3 / 4 / 5