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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 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 Email: eoraghal@tcd.ie Phone: 086 1701808

    Principal Investigator Prof. Laurent Muzellec Email: laurent.muzellec@tcd.ie

  • Consent Form

    Researcher Name: Eamonn O’Raghallaigh

    Supervisor Name: Prof. Laurent Muzellec

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

    PURPOSE OF THE STUDY

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

    PROCEDURES

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

    POTENTIAL RISKS AND DISCOMFORTS

    It is expected that there will be minimal risks and discomforts during the session on the website.

    POTENTIAL BENEFITS TO SUBJECTS AND/OR TO SOCIETY

    I will not benefit directly from participating in this research. This research may benefit the overall experience of people on websites by giving clearer instructions to advertisers on what types of adverts cause annoyance to web users.

    CONFIDENTIALITY AND DATA PROTECTION

    Any information or data which is obtained from me during this research which can be identified with me will be treated confidentially. This will be done 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.

    PARTICIPATION AND WITHDRAWAL

    I can choose whether or not to be in this study. If I volunteer to be in this study, I may withdraw at any time without consequences of any kind. I may also refuse to answer any questions I do not want to answer. There is no penalty if I withdraw from the study and I will not lose any benefits to which I am otherwise entitled. The researcher may withdraw me from this research if my physician tells us that continued participation may injure my health.

    QUESTIONS ABOUT RESEARCH

    If I have any questions about this research I can ask Eamonn O’Raghallaigh by calling (086) 1701808. I am also free, however, to contact Prof. Laurent Muzellec. RIGHTS OF RESEARCH SUBJECTS The Trinity College Dublin School of Business Research Ethics Committee has reviewed the researcher’s request to conduct this project. If I have any concerns about my rights in this study, I can contact [Director of Research, School of Business

  • Please confirm your email address for validation. Your email will not be used for marketing purposes but we may contact you solely with regards to your participation in this research.
    I believe the participant is giving informed consent to participate in this study
    I understand what is involved in this research and I agree to participate in the study. I will be given an electronic copy of this consent form to keep for future reference.

  • Instructions to Participant

    The following section has multiple pages of content which make up the Holland Test. You are requested to browse through the content on these pages as normal until you are directed to the next part of the test.

    When the browsing task is completed you will be redirected to a multiple choice scale which you are asked to read carefully and answer in full. Please take time to read the questions fully and answer as accurately as possible.

    Please click next to continue

  • Strongly DisagreeDisagreeSomewhat DisagreeNeither Agree nor DisagreeSomewhat AgreeAgreeStrongly Agree
    Distracting
    Disturbing
    Forced
    Interfering
    Intrusive
    Invasive
    Obtrusive
    Please indicate your responses to the following question below.
  • Strongly DisagreeDisagreeSomewhat DisagreeNeither Agree nor DisagreeSomewhat AgreeAgreeStrongly Agree
    Distracting
    Disturbing
    Forced
    Interfering
    Intrusive
    Invasive
    Obtrusive
    Please indicate your responses to the following question below.
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