SECTION 1

Below you will find questions which ask you to remember the last time you bought certain products. Please type in the brand name for each item. If you never purchased these items, please type in the brand that first comes to mind.

1. The last time you purchased rum, which brand did you buy?

(Bacardi: n=26, 34.2%;Captain Morgan: n=30, 39.3%; All others: n=20, 26.5%)

2. The last time you purchased vodka, which brand did you buy?

(Absolut: n=15, 19.8%; Grey Goose: n=11, 14.4%, Smirnoff: n=14, 18.4%, All others: n=36, 47.4%)

3. The last time you purchased whiskey, which brand did you buy?

(Jack Daniel's: n=22, 28.9%; Maker's Mark: n=15, 19.6%; All others: n=39, 51.5%)

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Section 2

1. Below you will find three brands of rum. Please distribute 10 points among these brands according to how likely you are to purchase each of them. The higher the number, the more likely you are to purchase that brand. The total should add to 10. Please use only whole numbers like 1,2,3. Do not use fractions such as 1/2, 2.75, and do not type words, such as "one, two or three."

2. Below you will find three brands of vodka. Please distribute 10 points among these brands according to how likely you are to purchase each of them. The total should, again, add to 10.

(Skyy: n=76, mean=3.0, std. dev.=2.2

Absolut: n=76, mean=3.8, std. dev.=1.9

Smirnoff: n=76, mean=3.2, std. dev.=1.9)

3. Below you will find three brands of whiskey. Please distribute 10 points among these brands according to how likely you are to purchase each of them. The total should, again, add to 10.

(Knob Creek: n=76, mean=2.9, std. dev.=1.9

Maker's Mark: n=76, mean=3.3, std. dev.=2.2

Jack Daniel's: n=76, mean=3.7, std. dev=2.1)

 

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Next, you will see three magazine advertisements for whiskey.

Please review the following advertisements for a short time (around 30 seconds for each ad).  Once you have finished, continue with the questions and please do not click back to the ads.  You DO NOT have to remember the ads exactly in order to answer the remaining questions.

 

PLEASE CLICK HERE TO VIEW THE FIRST AD

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

COPY READS: At some point in time a man switches from "I'll have what he's having" to "I'll have what I'm having." Drink Life Deeply         Knob Creek Kentucky Straight Bourbon Whiskey, 50% Alc./Vol. 2006 Knob Creek Distillery, Clermont, KY www.knobcreek.com Drink Smart

 

PLEASE CLICK HERE TO VIEW THE SECOND AD

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

PLEASE CLICK HERE TO VIEW THE THIRD AD

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

COPY: It takes one man to plug a leaky Jack Daniel's barrel. And a second to keep him from getting any ideas.       Your friends at Jack Daniel's ask you to drink responsibly.

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Section 3

1. Now that you have seen the three ads, you may have noticed something different about the brands. Please distribute 10 points among the three brands of whiskey according to how likely you are to purchase each brand. Your answers may or may not differ from your previous answer. The total should add to 10.

(Knob Creek: n=76, mean=2.3, std. dev.=2.1

Maker's Mark: n=76, mean=3.7, std. dev.=2.2

Jack Daniel's: n=76, mean=4.0, std. dev=2.5)

 

 

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Section 4

Please answer the following questions about your impression of the ads.

1. Do you feel differently about any brand as a result of seeing one of the ads you were shown?

(Yes: n=28, 36.8%; No: n=48, 63.2%)

If you answered no, please click here to continue to next question.

 

2. If yes, which brand do you feel most differently about?

(Knob Creek: n=24, 31.6%; Maker's Mark: n=16, 21.1%; Jack Daniel's: n=8, 10.5%)

 

3. Did you feel more favorable or less favorable toward the brand?

(More: n=11, 14.5%; Less: n=65, 85.5%)

4. Please describe briefly what made you feel this way.

(n=76, answers varied)

 

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Section 5

For the following questions, please indicate how strongly you feel about Knob Creek by selecting one of the given options. (Please fill out every single question).

1. Knob Creek is a good whiskey. (n=76, mean=0.6, std. dev.=0.7)

 

2. More time is spent making Knob Creek than any other whiskey. (n=76, mean-2.9, std. dev.=0.6)

 

3. Knob Creek tastes better than other brands of whiskey. (n=76, mean=3.0, std. dev.=0.6)

 

4. Knob Creek is less expensive than other brands of whiskey. (n=76, mean=2.7, std. dev.=0.7)

 

5. I would want to serve Knob Creek to my friends and family. (n=76, mean=3.1, std. dev.=0.9)

 

6. Knob Creek goes down smoother than other whiskey. (n=76, mean=2.9, std. dev.=0.6)

 

7. Knob Creek packaging is unattractive. (n=76, mean=3.4, std.dev.=1.0)

 

8. Knob Creek does not suit my lifestyle. (n=76, mean=3.0, std. dev.=0.8)

 

9. Knob Creek whiskey is more "manly" than other brands of whiskey. (n=76, mean=3.1, std. dev.=0.8)

10. I prefer Knob Creek to other brands of whiskey. (n=76, mean=2.6, std. dev.=0.8)

 

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Section 6

For the following questions, please indicate how strongly you feel about Maker's Mark by selecting one of the given options. (Please fill out every single question).

1. Maker's Mark is a good whiskey. (n=76, mean=0.5, std. dev.=1.2)

 

2. More time is spent making Maker's Mark than any other whiskey. (n=76, mean=3.0, std. dev.=0.7)

 

3. Maker's Mark tastes better than other brands of whiskey. (n=76, mean=3.5, std. dev.=0.8)

 

4. Maker's Mark is less expensive than other brands of whiskey. (n=76, mean=2.5, std. dev.=0.8)

 

5. I would want to serve Maker's Mark to my friends and family. (n=76, mean=3.6, std. dev.=0.9)

 

6. Maker's Mark goes down smoother than other whiskey. (n=76, mean=3.2, std. dev.=0.8)

 

7. Maker's Mark packaging is unattractive. (n=76, mean=3.7, std. dev.=1.0)

 

8. Maker's Mark does not suit my lifestyle. (n=76, mean=3.3, std. dev.=0.9)

 

9. Maker's Mark whiskey is more "manly" than other brands of whiskey. (n=76, mean=3.0, std. dev.=0.6)

10. I prefer Maker's Mark to other brands of whiskey . (n=76, mean=3.5, std. dev.=0.9)

 

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Section 7

For the following questions, please indicate how strongly you feel about Jack Daniel's by selecting one of the given options. (Please fill out every single question).

1. Jack Daniel's is a good whiskey. (n=76, mean=0.5, std. dev.=1.3)

 

2. More time is spent making Jack Daniel's than any other whiskey. (n=76, mean=3.1, std. dev.=0.6%)

 

3. Jack Daniel's tastes better than other brands of whiskey. (n=76, mean=3.3, std. dev.=0.9)

 

4. Jack Daniel's is less expensive than other brands of whiskey. (n=76, mean=3.1, std. dev.=0.9)

 

5. I would want to serve Jack Daniel's to my friends and family. (n=76, mean=3.6, std. dev.=0.9)

 

6. Jack Daniel's goes down smoother than other whiskey. (n=76, mean=3.1, std. dev.=0.8)

 

7. Jack Daniel's packaging is unattractive. (n=76, mean=3.7, std. dev.=0.8)

 

8. Jack Daniel's does not suit my lifestyle. (n=76, mean=2.6, std. dev.=0.9)

 

9. Jack Daniel's whiskey is more "manly" than other brands of whiskey. (n=76, mean=3.5, std. dev.=0.9)

10. I prefer Jack Daniel's to other brands of whiskey. (n=76, mean=3.3, std. dev.=0.9)

 

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Section 8

1. For this series of questions, please think about what was said about the products in the ads then click the box for which you believe the statement to be true of the ad. If you do not think the word or phrase describes the ad, then do not click box. Please answer all questions and check all that apply.

 

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Section 9

Again, recall the ads for the three brands of whiskey. Answer the following questions either "yes" or "no" for each brand of whiskey.

1. After seeing the ad for Knob Creek:

 

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Section 10

Again, answer "yes," if you believe the statement to be true and "no" if you do not.

1. After seeing the ad for Maker's Mark:

 

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Section 11

One last time, answer "yes," if you believe the statement to be true and "no" if you do not.

1. After seeing the ad for Jack Daniel's:

 

PLEASE CLICK HERE (Just about done!)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Final Section

In order to complete my survey effectively, please answer the following questions. As a reminder, all of your answers are strictly confidential.

1. What is your age? Select 18 - 24 25 - 34 35 - 44 45 - 54 55 + (18-24: n=9, 11.8%; 25-34: n=2, 2.6%; 55+: 1, 1.3%; Other: no response.)

2. What is your sex? Select Female Male ( Male: n=42, 55.3%; Female: n=31, 40.8%)

3. What is your highest completed educational level? Select High School Associate Degree Bachelor Degree Graduate Degree Post-graduate Degree (High School: n=15, 19.7%; Associates Degree: 1, 1.3%; Bachelor's Degree: n=48, 63.2%; Graduate Degree: 8, 10.5%; Post-Graduate Degree: 3, 3.9%)

4. What is your income level? Select Under 10,000 10,000 - 20,000 20,000 - 30,000 30,000 - 40,000 40,000 - 50,000 Above 50,000 (Under 10k: n=36, 47.4%; 10k-20k: n=6, 7.9%; 20k-30k: n=6, 7.9%; 30k-40k: n=6, 7.9%; 40k-50k: n=4, 5.3%; 50k+: n=17, 22.4%)

5. Where do you live? Select Northwest Southwest Midwest South Northeast (Northwest: n=0, 0.0%; Southwest: n=8, 10.5%; Midwest: n=2, 2.6%; South: n=37, 48.7%; Northeast: n=28, 36.8%)

6. How many alcoholic beverages do you consume in a week? Select 0 1-3 4-7 8-11 11 or more (0: n=6, 7.9%; 1-3: n=23, 30.3%; 4-7: n=20, 26.3%; 8-11: n=12, 15.8%; 11+: n=13, 17.1%)

7. How many glasses of whiskey do you consume in a week? Select 0 1-3 4-7 8-11 11 or more (0: n=43, 56.6%; 1-3: n=25, 32.9%; 4-7: n=4, 5.3%; 8-11: n=1, 1.3%; 11+: n=0, 0.0%)

8. How many times per week do you eat out? Select None 1-2 3-4 4-6 7 or more (No responses)

9. How many days a week do you frequent bars or dance clubs? select 0 1 2 3 More than 3 (0: n=1, 1.3%; 1: n=41, 53.9%; 2: n=19, 25.0%; 3: n=5, 6.6%; More than 3: n=9, 11.8%)

10. If you would like to add any additional information, please do so here. (n=74, answers varied)

 

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