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Participant Information Leaflet

Investigation of the effects of exposure to online advertisements on consumer attitudes, behaviour and brand perceptions.

Prof. Laurent Muzellec, Ph.D, MBA, B.A
Eamonn O’Raghallaigh, M.Sc, M.Sc, B.Sc(Hons), H.Dip
Trinity Business School, Trinity College Dublin

You are invited to participate in this research project which is being carried out by Prof. Laurent Muzellec and Eamonn O’Raghallaigh. Your participation is voluntary. Even if you agree to participate now, you can withdraw at any time during the data collection period (i.e. during the experiment) without any consequences of any kind.

The study is designed to investigate the effects of exposure to online advertisements on consumer attitudes, behaviour and brand perceptions.

If you agree to participate, this will involve me either browsing and reading articles on a website or completing a career aptitude test on a website. You will be required to fill out a questionnaire at the end of my browsing session, which will approximately be 5-10 minutes.

It is expected that there will be minimal risks and discomforts during the session on the website, however if you highlight anything which may make you uncomfortable we will do everything possible to minimise this.

You will not benefit directly from participating in this research, however this research may benefit the overall experience of people on websites by giving clearer instructions to advertisers on what types of adverts cause annoyance and irritation to web users, enhancing the overall web experience.

Any information or data which is obtained about you during this research which can be identified as being from you will be treated confidentially. This will be done by securing the data in an encrypted file on a cloud storage platform (Google Sheets, Google Drive, password protected, encrypted with 2-factor authentication). The data will be kept on a secure encrypted cloud storage platform and on a password protected drive on a laptop, accessible only by the named researchers above. The data storage and the grounds for continued storage will be reviewed within 24 months of completion of data. Any data that is no longer required will be destroyed or erased in a safe and secure way. Any data that is still required will be further reviewed every 12 months and may be kept for up to 10 years.

Data from this research project may be published in future. The original data will be available only to the present investigators.

If you have any questions about this research you can ask me.  You are also free, however, to contact any of the other people involved in the research to seek further clarification and information.

PhD Researcher
Eamonn O’Raghallaigh
Phone: 086 1701808

Principal Investigator
Prof. Laurent Muzellec