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The purpose of this survey is to examine how potential customers feel about the use of humor in advertising and whether that influences their decision to buy.  The results of this survey will primarily be used to give a grad school presentation on this topic.  Completing the survey should take less than 15 minutes.  All responses will be anonymous.  Thank you for your participation!

If you encounter a question which you cannot answer, please simply write "cannot answer."

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* 1. To what extent do you enjoy humor in advertising?

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* 2. How strongly do you agree or disagree with the following statement? “I am more likely to remember a funny commercial than a serious commercial?”

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* 3. How strongly do you agree or disagree with the following statement?  “I am more likely to purchase a product if I have seen a funny commercial for it.”

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* 4. How strongly do you agree or disagree with the following statement?  “I am more likely to have a positive opinion of a brand if I have seen a funny commercial for it.”

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* 5. When was the last time you purchased a product based at least in part on seeing a funny advertisement for it?

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* 6. Think back on a funny advertisement you’ve seen that you enjoyed.  What was the product?

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* 7. When you think back on that funny advertisement that you saw and enjoyed, did you buy the product?  Why or why not?

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* 8. What is the most memorable commercial you’ve ever seen?

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* 9. Using the sliding scale below, how did the most memorable commercial you've ever seen make you feel?

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i We adjusted the number you entered based on the slider’s scale.

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* 10. Did you buy the product featured in the most memorable commercial you've ever seen?  Why or why not?

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* 11. Have you ever seen a commercial that attempted humor, but you found it to be offensive or otherwise off-putting?  If so, please describe the commercial to the best of your ability.

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* 12. Did you buy the product featured in the offensive commercial?  Why or why not?

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* 13. What is your gender?

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* 14. What is your race?

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* 15. What is your age?

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* 16. What is your personal (not household) average annual income level?

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* 17. Is there anything else you would like to add about humor in advertising and how it impacts your decision to buy the advertised product?

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