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Thank you for agreeing to participate in this survey. This quantitative study is designed to collect information about public perceptions of and attitudes about television beer commercials. Your answers will provide helpful insights necessary for my research. Please read each question thoroughly and answer as completely and honestly as possible. The survey should take 10 minutes or less to complete.


Your answers are anonymous and will be used only for academic purposes. Your participation in this survey is completely voluntary, and you have the right to withdraw your consent or stop participating in this study at any time. You also can skip any questions that you would prefer not to answer.


Please address any questions about this research to me at anne.sugar@colorado.edu. You may also contact my faculty adviser, Dr. Elizabeth Skewes, at elizabeth.skewes@colorado.edu. If you have questions about your rights as a research participant, please contact the University of Colorado at Boulder Internal Review Board office at 303-735-3702.


Although you will not be paid for participation in this study, you can request a copy of the study results once it is completed. To do so, please contact me at the email address above.


 

IN ORDER TO BEGIN THE SURVEY, PLEASE CLICK THE CIRCLE IN FRONT OF THE FOLLOWING CONSENT STATEMENT:   

 

To start, I’d like to learn a little bit about what you see on television.



 

I pay attention to the commercials I see on TV.

I enjoy the beer commercials I see on TV.

The beer commercials I see on TV often make make me laugh.

Beer commercials are sometimes offensive.

I talk to other people about the beer commercials I see on TV.

I think television beer commercials market their product to women. 

The beer commercials I see on television make me want to buy beer. 

I buy beer because of the commercials I see on television.

Beer commercials influence me to buy the beer I see advertised on television.

I can relate to the people I see in beer commercials.

Next, I would like to learn a little bit about your thoughts on beer.

 
 

I like to drink beer. 

I have beer at home in my refrigerator. 

When I have drinks with my friends, I choose to order a beer more often than other beverages. 

I choose to drink beer by myself more often than I drink beer with other people.

Beer drinking is a social activity.

In social settings where I drink beer, I tend to drink beer:

When was the last time you drank beer?

 If offered an alcoholic beverage, I ask for a beer.

Please use the following scales to answer the next three questions.
 

 

Beer is:

Drinking beer is:

Drinking beer makes me feel:

Please click play to watch the short video below and then scroll down to answer the questions that follow.

 

 

The commercial was funny.

The commercial was offensive.

The commercial marketed beer to me.

The commercial portrayed men in a flattering way.

The commercial portrayed women in a flattering way.

The commercial portrayed beer as a drink for men.

The commercial portrayed beer as a drink for women.

The commercial portrayed beer drinkers as feminine.

The commercial portrayed beer drinkers as masculine.

The commercial made beer look like an acceptable social activity for me. 

The beer looked like a product I want to have in my home.

The commercial made me feel good about myself. 

The commercial made me want to drink a beer. 

The commercial was informative about the beer.

The commercial made me want to drink the beer it advertised. 

Almost done! Finally, please share a little information about yourself for demographic research purposes.



 

 

The soonest I will most likely drink a beer next is: 

What is your gender?

What is the highest level of education you have attained?

What is your race?

What is your ethnicity?

Politically speaking, do you consider yourself to be

Into which of the following categories does your individual annual income fall?

PLEASE CLICK THE ARROW AT THE BOTTOM RIGHT OF THE PAGE TO COMPLETE THIS SURVEY AND SUBMIT YOUR RESPONSES.

Thank you for your participation in this survey. Your time is greatly appreciated, and your answers are a valuable contribution to my academic research.

 
Should you have any questions about this survey, please contact me at anne.sugar@colorado.edu. You may also contact my faculty adviser, Dr. Elizabeth Skewes at elizabeth.skewes@colorado.edu.
 
Again, if you have questions about your rights as a research participant, please contact the University of Colorado at Boulder Internal Review Board office at 303-735-3702.
 

Best,

Annie Sugar
Principal Investigator
Ph.D. Student, Media Studies
Journalism & Mass Communication
University of Colorado-Boulder

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