"Need for Cognition" is a personality trait that is especially useful in determining advertising appeals, and a person's level of "NFC" can be measured using the Need for cognition scale (a "scale" is a set of questions; see attached file).

Administer this measurement instrument to three of your friends. Calculate the average for each person (across all the items/questions)

Then show them these commercials (#1 and #2, you can download the attachments below if you wish), i.e. first the scale, then the ads in this order (as you can see, they address the same benefit using different appeals). Ask them which one they prefer.

Is there a match between their level of NFC and the preferred ad? (mention the scores, choices etc). What other factors may have affected their choice of ad?

Notes

This exercise is not as complicated as you think it may be: Ask your friends the questions, calculate their averages, show them the commercials, ask for their preference... Make sure you include the mean score for each person and their choice of ad in the answer.

If a face to face option to do this exercise is impractical for you, you could do this online, via email, social media or in any other manner you choose. If you still have issues with the exercise, contact me.

I don't expect you to do any statistical analysis, you just need to calculate the mean scores for each person.

If the links above do not work please see the attachments below. Warning: Video files hence fairly large. You may want to download, before playing.

1-coffee whitestrips

2-Shakira_whitestrip