Brands as a source of Emotion
Questionnaire: Number _______________ Data ________________ The brandSome brands help us feel good about ourselves. They can help to satisfy our needs and desires and are an important daily presence in our life.
Other brands are just well known names or signs that help us to recognise products and we don’t necessarily spend much time thinking about them. However, some brands actually have negative meanings and can generate unpleasant emotions, feelings or associations. These negative emotions could be the result of a negative experience or they could be a response to the actual characteristics of the brand.
For this survey, we want you to focus on the last type of brands – brands that you associate with negative emotions.
Please write down a well-known brand about which you have negative feelings. Please choose a brand that most people would recognize:
Name of brand: __________________________________________
Please can you tell us briefly why you have negative feelings about this brand?
(e.g. your own experiences; your memories; other people’s experiences; stories you have heard; associations with the brand).
On a scale of 1 to 7, where 1 means ‘not at all’ and 7 means ‘very strongly’, please think about the following question and fill in your response (selecting one number ranging from 1 to 7)
Question: “To what extent does the brand that you have chosen make you feel…….?”
Sorrowful Not at all
Very strongly Repulsion Not at all
Very strongly Heartbroken Not at all
Very strongly Distressed Not at all
Very strongly Resentful Not at all
Very strongly Embarrassed Not at all
Very strongly Sheepish Not at all
Very strongly Contempt Not at all
Very strongly Unfulfilled Not at all
Very strongly Indignant Not at all
Very strongly Insecure Not at all
Very strongly Dissatisfied Not at all
Very strongly Annoyed Not at all
Very strongly Threatened Not at all
Very strongly Worried Not at all
Very strongly Ridiculous Not at all
Very strongly Discontented Not at all
Very strongly Hate Not at all
Very stronglyProfile
Gender: Age:
q Female q up to 18 years old
q Male q 19-35 years old
q 36-50 years old q 51-64 years old q over 65 years old
Highest Academic qualifications /education
q Secondary school (±age 15 to 16) q Secondary school/Sixth Form College (±age 18)
q Further Education
q Undergraduate University degree q Postgraduate University degree q Other:_____________
Profession:
q Professional [e.g. lawyer, accountant, dentist, doctor, journalist] q Freelance worker
q Skilled worker with industry qualifications [e.g. carpenter, bricklayer, plumber, bus/tram driver, fitness instructor, qualified hairdresser etc]
q Semi or unskilled manual worker without qualifications [eg. traffic warden, checkout operator, refuse collector, trainee hairdresser, etc.) q Administrative worker
q Teacher [including school, Further Education, Higher Education etc] q Executive/Manager q q q q Entrepreneur q Student q Unemployed q Stay-at-home parent q Retired q Other:__________________
