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=General Brain Storming and Conversation=

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Anyhow, play around and lets get this done.

Sid

General Hypothesis and Layout Ideas!
//For the emotional-stable and introvert-extravert scale we can either do it by 4 or we can do it just based on the one scale of high they are in introversion etc. Up to you guys.//
 * Hypotheses:**

If we do it by all 4 H1: The introvert-emotional will find fear appeal advertising the most effective of the sex, humour, fear and rational appeal H2: The introvert-stable will find appeal most effective of the sex, humour, fear and rational appeal ads H3: The extravert- emotional will find " " H4: The extravert-stable " "

Or by two: H1: The higher the introversion of a person the more they find _ appeal most effective at communicating H2: The higher the level of emotional stability in the person, the more they find appeal most effective

//Does humour, sex, fear appeal inhibit product recall? ---Do we need a control ad for this? ughh.//

H1: Humour will reduce product recall H2: Sex will increase product recall (?) H3: Fear will increase product recall

-The next page will ask the person "how effectively did that communicate the message. what was the msg. how did the ad make you feel. was it attractive. overall rating of the ad."--whatever else we need to correlate personality to the ad appeal type -This will be repeated for all the areas of appeals
 * Formatting of the Questionnaires for Ad- Personality:**
 * -**The person will be shown an ad. Then they will be asked when ready to flip the page/click to the next page.

-The next section (after all the ads and ratings for the ads have been shown) asks for product recall. "What were the three ads advertising (cannot look back)". We need to randomize the order of the ads in each test booklet to reduce primacy/recency effect.We ask for product recall at the end so not to tip them off that we were testing for it when they're rating it (aka if you realize at the end of section 1 that I've been asking you to recall the product, you'll pay more attention to the product in section 2) -It'll also ask for overall rating of the three ads "Which was more effective. Rank em. Maybe an open ended to why?" -Ask if the users use any of these brands in their daily lives. If so, with what frequency (yay ratio scale!) --this will determine personal relevancy to product recall.

-Next section is the personality (Sid's test) and demographics questions (see demographics page)

Does that sound like a viable layout?

--Elaine

Survey Format:
I posted the ads for Rational appeal (see rational appeal page) I also have some questions and concerns about our questionaire: That would make our results more reliable and less biased. It would also be much easier for the respondents.
 * Do we have to create different questions for each appeal? (does each one of us have to come up with his/her own questions or are we using thesame questions?)
 * I think we should use the same questions for all the ads!
 * so now we're testing product recall!
 * I am not sure I understand our structure :P
 * Are we showing our 4 ads and asking about ad evaluation, then we are showing again 4 different ads and asking for product recall??
 * How many ads are we showing in total? :S

Let me know if the rational appeal stuff I posted makes sense!


 * Hasnae*