Appendices. Contents. Page 1 of 34

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1 Appendices Contents Appendix 1: Pretest a... 2 Appendix 2: Pretest b... 5 Appendix 3: Main experiment part one kumsel... 8 Appendix 4: Main experiment part one sinsel Appendix 5: Main experiment part two a Appendix 6: Main experiment part two b Appendix7: Main experiment part one dk kumsel Appendix 8: Main experiment part one dk sinsel Appendix 9: Main experiment part two dk a Appendix 10: Main experiment part two dk b Pretest results (table I) Complete results (table II) Page 1 of 34

2 Appendix 1: Pretest a Greetings, The following survey is part of a larger research experiment investigating the impact of linguistic characteristics of new and unfamiliar brand names on consumers brand attitudes and evaluations. Please answer the following questions Does any of the following four different letter combinations or parts thereof remind you of existing words or brand names, or give you any associations? Give examples if any. Kumsel Samsel Kensel Sinsel Please state your level of agreement with the following statement by circling one alternative: I consider the letter combination Kumsel to be an unfavourable letter combination Strongly agree agree somewhat agree neither nor somewhat disagree disagree Strongly disagree I consider the letter combination Samsel to be an unfavourable letter combination Strongly agree agree - somewhat agree - neither nor somewhat disagree disagree - Strongly disagree I consider the letter combination Kensel to be an unfavourable letter combination Strongly agree agree - somewhat agree - neither nor somewhat disagree disagree - Strongly disagree I consider the letter combination Sinsel to be an unfavourable letter combination Page 2 of 34

3 Strongly agree agree - somewhat agree - neither nor somewhat disagree disagree - Strongly disagree Sinsel and Kumsel are names of the same object in a foreign language. Which letter combination represents the lighter (weight) object? Sinsel or Kumsel Do you own a laptop computer? (Yes/No): How often do you use a laptop computer? Daily Weekly Monthly Yearly Never X Please state your level of agreement with the following statement by circling one alternative: A laptop computer must be lightweight. Strongly agree agree - somewhat agree - neither nor somewhat disagree disagree - Strongly disagree Page 3 of 34

4 What is your gender? Male or Female How old are you? Language proficiency: What is your native language? What is your English language skill level? none beginner average advanced - expert What is your occupation? (If a student, please specify your field of study) Thank you for your contribution! Page 4 of 34

5 Appendix 2: Pretest b Greetings, The following survey is part of a larger research experiment investigating the impact of linguistic characteristics of new and unfamiliar brand names on consumers brand attitudes and evaluations. Please answer the following questions Does any of the following four different letter combinations or parts thereof remind you of existing words or brand names, or give you any associations? Give examples if any. Kumsel Samsel Kensel Sinsel Please state your level of agreement with the following statement by circling one alternative: I consider the letter combination Kumsel to be a favourable letter combination Strongly agree agree somewhat agree neither nor somewhat disagree disagree Strongly disagree I consider the letter combination Samsel to be a favourable letter combination Strongly agree agree - somewhat agree - neither nor somewhat disagree disagree - Strongly disagree I consider the letter combination Kensel to be a favourable letter combination Strongly agree agree - somewhat agree - neither nor somewhat disagree disagree - Strongly disagree I consider the letter combination Sinsel to be a favourable letter combination Page 5 of 34

6 Strongly agree agree - somewhat agree - neither nor somewhat disagree disagree - Strongly disagree Sinsel and Kumsel are names of the same object in a foreign language. Which letter combination represents the lighter (weight) object? Sinsel or Kumsel Do you own a laptop computer? (Yes/No): How often do you use a laptop computer? Daily Weekly Monthly Yearly Never X Please state your level of agreement with the following statement by circling one alternative: A laptop computer does not have to be lightweight. Strongly agree agree - somewhat agree - neither nor somewhat disagree disagree - Strongly disagree Page 6 of 34

7 What is your gender? Male or Female How old are you? Language proficiency: What is your native language? What is your English language skill level? none beginner average advanced - expert What is your occupation? (If a student, please specify your field of study) Thank you for your contribution! Page 7 of 34

8 Appendix 3: Main experiment part one kumsel Greetings! The following pages form part of an experiment investigating the development and execution of print ads for a potential new product launch. Please state your initials and date of birth: Initials: Date of birth (mm.dd.yy): The following pages feature a print ad with related questions. Please look at the ad and answer the questions. Thank you for your participation and time! Page 8 of 34

9 Introducing the new, faster Kumsel Everyone should have a notebook this portable. The Kumsel is the ultimate everyday notebook. Powerful enough to perform your daily tasks. With so little to actually carry. With an elegant yet sturdy aluminum body, the Kumsel offers a lighter notebook that is easier to keep at your side everywhere you go. The battery life extends to 10 hours for all-day, on-the-go computing. With a Kumsel notebook you are ready for anything. Page 9 of 34

10 Please answer the following questions regarding the print ad just viewed. I. Did you find any visual and/or textual elements of the ad particularly positive? If yes, please specify below: II. Did you find any visual and/or textual elements of the ad particularly negative? If yes, please specify below: Page 10 of 34

11 Appendix 4: Main experiment part one sinsel Greetings! The following pages form part of an experiment investigating the development and execution of print ads for a potential new product launch. Please state your initials and date of birth: Initials: Date of birth (mm.dd.yy): The following pages feature a print ad with related questions. Please look at the ad and answer the questions. Thank you for your participation and time! Page 11 of 34

12 Introducing the new, faster Sinsel Everyone should have a notebook this portable. The Sinsel is the ultimate everyday notebook. Powerful enough to perform your daily tasks. With so little to actually carry. With an elegant yet sturdy aluminum body, the Sinsel offers a lighter notebook that is easier to keep at your side everywhere you go. The battery life extends to 10 hours for all-day, on-the-go computing. With a Sinsel notebook you are ready for anything. Page 12 of 34

13 Please answer the following questions regarding the print ad just viewed. I. Did you find any visual and/or textual elements of the ad particularly positive? If yes, please specify below: II. Did you find any visual and/or textual elements of the ad particularly negative? If yes, please specify below: Page 13 of 34

14 Appendix 5: Main experiment part two a Please state your initials and date of birth: Initials: Date of birth (mm.dd.yy): Important: Complete the questionnaire in the prescribed order. Do not go back and correct any answers after moving on to the next question. Please answer the following questions related the print ad viewed earlier: What was the name of the new laptop computer that was featured in the print ad? What was the primary benefit claim of the print ad for the laptop computer viewed earlier? (Select one benefit) Performance Compatibility/Connectivity Design Lightweight Durability Low price Page 14 of 34

15 Please state your level of agreement with the following statement by circling one alternative: After viewing the print ad and considering the ad claims, I perceive the laptop computer as being lightweight. Strongly agree agree - somewhat agree - neither nor somewhat disagree disagree - Strongly disagree Please state your level of agreement with the following statement by circling one alternative: After viewing the print ad, I find the ad and its proposition that this laptop computer is lightweight unbelievable. Strongly agree agree - somewhat agree - neither nor somewhat disagree disagree - Strongly disagree Do you own a laptop computer? (Yes/No): How often do you use a laptop computer? Daily Weekly Monthly Yearly Never X Page 15 of 34

16 Please write the name of the laptop from the print ad viewed earlier from the following set of alternatives: Kumsel Samsel Kensel Sinsel Your answer: What is your gender? Male or Female How old are you? Language proficiency: What is your native language? What is your English language skill level? none beginner average advanced expert What is your occupation? (If a student, please specify your field of study) Thank you for your contribution! Page 16 of 34

17 Appendix 6: Main experiment part two b Please state your initials and date of birth Initials: Date of birth (mm.dd.yy): Important: Complete the questionnaire in the prescribed order. Do not go back and correct any answers after moving on to the next question. Please answer the following questions related the print ad viewed earlier: What was the name of the new laptop computer that was featured in the print ad? What was the primary benefit claim of the print ad for the laptop computer viewed earlier? (Select one benefit) Performance Compatibility/Connectivity Design Lightweight Durability Low price Page 17 of 34

18 Please state your level of agreement with the following statement by circling one alternative: After viewing the print ad and considering the ad claims, I do not perceive the laptop computer as being lightweight. Strongly agree agree - somewhat agree - neither nor somewhat disagree disagree - Strongly disagree Please state your level of agreement with the following statement by circling one alternative: After viewing the print ad, I find the ad and its proposition that this laptop computer is lightweight believable. Strongly agree agree - somewhat agree - neither nor somewhat disagree disagree - Strongly disagree Do you own a laptop computer? (Yes/No): How often do you use a laptop computer? Daily Weekly Monthly Yearly Never X Page 18 of 34

19 Please write the name of the laptop from the print ad viewed earlier from the following set of alternatives: Kumsel Samsel Kensel Sinsel Your answer: What is your gender? Male or Female How old are you? Language proficiency: What is your native language? What is your English language skill level? none beginner average advanced expert What is your occupation? (If a student, please specify your field of study) Thank you for your contribution! Page 19 of 34

20 Appendix7: Main experiment part one dk kumsel Greetings! The following pages form part of an experiment investigating the development and execution of print ads for a potential new product launch. Please state your initials and date of birth: Initials: Date of birth (mm.dd.yy): The following pages feature a print ad with related questions. Please look at the ad and answer the questions. Thank you for your participation and time! Page 20 of 34

21 Introducing the new, faster Kumsel Everyone should have a notebook this portable. The Kumsel is the ultimate everyday notebook. Powerful enough to perform your daily tasks. With so little to actually carry. With an elegant yet sturdy aluminum body, the Kumsel offers a lighter notebook that is easier to keep at your side everywhere you go. The battery life extends to 10 hours for all-day, on-the-go computing. With a Kumsel notebook you are ready for anything. Page 21 of 34

22 Please answer the following questions regarding the print ad just viewed. I. Did you find any visual and/or textual elements of the ad particularly positive? If yes, please specify below: II. Did you find any visual and/or textual elements of the ad particularly negative? If yes, please specify below: Page 22 of 34

23 Appendix 8: Main experiment part one dk sinsel Hej! De følgende sider udgør halvdelen af et eksperiment der undersøger udviklingen og udførelsen af reklame tryksager for et potentielt, nylanceret produkt. Noter venligst dine initialer og fødselsdato: Initialer: Fødselsdato (dd.mm.yy): De følgende sider indeholder en reklametryksag med medfølgende spørgsmål. Studér reklamen og besvar derefter spørgsmålene. Mange tak for din deltagelse og din tid! Page 23 of 34

24 Introducing the new, faster Sinsel Everyone should have a notebook this portable The Sinsel is the ultimate everyday notebook. Powerful enough to perform your daily tasks. With so little to actually carry. With an elegant yet sturdy aluminum body, the Sinsel offers a lighter notebook that is easier to keep at your side everywhere you go. The battery life extends to 10 hours for all-day, on-the-go computing. With a Sinsel notebook you are ready for anything. Page 24 of 34

25 Besvar venligst nedenstående spørgsmål angående den trykte reklame. I. Fandt du visuelle og/eller tekstmæssige elementer i reklamen særligt positive? Hvis ja, uddyb nedenfor: II. Fandt du visuelle og/eller tekstmæssige elementer i reklamen særligt negative? Hvis ja, uddyb nedenfor: Page 25 of 34

26 Appendix 9: Main experiment part two dk a Noter venligst dine initialer og fødselsdato: Initialer: Fødselsdato (dd.mm.åå): Vigtigt: Udfyld venligst spørgeskemaet i den anførte rækkefølge. Efter i har besvaret et spørgsmål og gået videre til det næste må i ikke gå tilbage og rette i jeres svar. Besvar venligst nedenstående spørgsmål angående reklametryksagen fra tidligere: Hvad var produktnavnet på den nylancerede laptop computer fra den trykte reklame? Hvilken produktegenskab var i fokus i markedsføringen af produktet? (vælg én af følgende muligheder) Ydeevne Kompatibilitet Design Lav vægt Holdbarhed Lav pris Page 26 of 34

27 Angiv din grad af enighed med følgende udsagn ved at slå ring om én af følgende valgmuligheder: Efter at have set den trykte reklame og overvejet reklameudsagnet, er det min opfattelse, at denne laptop har en lav vægt. Meget enig enig i nogen grad enig hverken/eller i nogen grad uenig uenig meget uenig Angiv din grad af enighed med følgende udsagn ved at slå ring om én af følgende valgmuligheder: Efter at have set den trykte reklame, betragter jeg reklamen og dens udsagn om at denne laptop computer har lav vægt som utroværdigt. Meget enig enig i nogen grad enig hverken/eller i nogen grad uenig uenig meget uenig Ejer du en laptop computer? (Ja/Nej): Hvor ofte anvender du en laptop computer? Dagligt Ugentligt Månedlig Årligt Aldrig X Page 27 of 34

28 Angiv venligst navnet på den laptop computer fra reklamen ud fra følgende valgmuligheder: Dit svar: Kumsel Samsel Kensel Sinsel Køn: Mand eller Kvinde Hvor gammel er du? Sprogfærdigheder: Hvad er dit modersmål? Hvad er dine Engelsk sproglige kompetencer? Ingen Begynder middel avanceret ekspert Hvad er din beskæftigelse? (Hvis du er studerende, anfør venligst din studieretning) Mange tak for dit bidrag! Page 28 of 34

29 Appendix 10: Main experiment part two dk b Noter venligst dine initialer og fødselsdato: Initialer: Fødselsdato (dd.mm.åå): Vigtigt: Udfyld venligst spørgeskemaet i den anførte rækkefølge. Efter i har besvaret et spørgsmål og gået videre til det næste må i ikke gå tilbage og rette i jeres svar. Besvar venligst nedenstående spørgsmål angående reklametryksagen fra tidligere: Hvad var produktnavnet på den nylancerede laptop computer fra den trykte reklame? Hvilken produktegenskab var i fokus i markedsføringen af produktet? (vælg én af følgende muligheder) Ydeevne Kompatibilitet Design Lav vægt Holdbarhed Lav pris Page 29 of 34

30 Angiv din grad af enighed med følgende udsagn ved at slå ring om én af følgende valgmuligheder: Efter at have set den trykte reklame og overvejet reklameudsagnet, er det min opfattelse, at denne laptop ikke har en lav vægt. Meget enig enig i nogen grad enig hverken/eller i nogen grad uenig uenig meget uenig Angiv din grad af enighed med følgende udsagn ved at slå ring om én af følgende valgmuligheder: Efter at have set den trykte reklame, betragter jeg reklamen og dens udsagn om at denne laptop computer har lav vægt som troværdigt. Meget enig enig i nogen grad enig hverken/eller i nogen grad uenig uenig meget uenig Ejer du en laptop computer? (Ja/Nej): Hvor ofte anvender du en laptop computer? Dagligt Ugentligt Månedlig Årligt Aldrig X Page 30 of 34

31 Angiv venligst navnet på den laptop computer fra reklamen ud fra følgende valgmuligheder: Dit svar: Kumsel Samsel Kensel Sinsel Køn: Mand eller Kvinde Hvor gammel er du? Sprogfærdigheder: Hvad er dit modersmål? Hvad er dine Engelsk sproglige kompetencer? Ingen Begynder middel avanceret ekspert Hvad er din beskæftigelse? (Hvis du er studerende, anfør venligst din studieretning) Mange tak for dit bidrag! Page 31 of 34

32 Pretest results (table I) Table I. Relative favourability of nonword stimuli x σ n Kumsel (no-embed) Samsel (distracter) Kensel (distracter) Sinsel (embed) x = Mean Value; σ = Standard deviation; n = Number of respondents Based on the findings from the pretest it can be concluded that the planned nonword stimulus contrast that appears in the print ad drafts (Sinsel and Kumsel) have mean values that approximates the mean value of 4 the most out of the four alternatives, which suggests that these two stimuli appear equally favourable Page 32 of 34

33 Complete results (table II) Table II. Summary of data. A comparison of recall and recognition between brand name contrast (HI- HIII). No-embed stimulus Correct (%) Incorrect (%) Kumsel/free recall Kumsel/recognition Sound symbolism-embed stimulus Correct (%) Incorrect (%) Sinsel/free recall 5 95 Sinsel/recognition Print ad concept statement main benefit recognition. No-embed stimulus Correct (%) Incorrect (%) Kumsel/benefit recognition Sound symbolism-embed stimulus Correct (%) Incorrect (%) Sinsel/benefit recognition Number of respondents = 40 Page 33 of 34

34 Based on the summary of data from the experiment, it can be concluded that the phenomenon of synesthetic sound symbolism within the overall phenomenon of sound symbolism is demarcated in its linguistic capabilities to only facilitating surface level processing among receivers. Page 34 of 34