Participants were first prompted to test their speakers by clicking the play button on an embedded audio clip. On the following screen, participants watched a brief video welcoming them to the study. On the next screen, participants read: Next, you will watch a video. After you watch the video, we'll ask you some questions about it. The screen that followed displayed a window where participants clicked to show a video. Above that video window appeared this instruction: Please click the button below to start the video. and below the window appeared this instruction: After you have watched the entire video, the “continue” button will appear below. Participants watched an excerpt of a fictional television program, in the middle of which was an advertisement for either McDonald’s or Prudential (randomly assigned). The “continue” button on this screen appeared after 251 seconds (the full length of the video). Participants were then asked the following questions: How interesting was the television show? [Unnumbered scale; 5=Extremely interesting, 4=Very interesting, 3=Moderately interesting, 2=Slightly interesting, 1=Not interesting at all] on the next screen How much did you enjoy watching the television show? [Unnumbered scale; 5=A great deal, 4=A lot , 3=A moderate amount, 2=A little, 1=Not at all] on the next screen How interested are you in watching the rest of the television show to find out what happens next? [Unnumbered scale; 5=Extremely interested, 4=Very interested, 3=Moderately interested, 2=Slightly interested, 1=Not interested at all]. on the next screen Please type everything you remember about the advertisement you saw in the middle of the television show [Text-box below the question where the participant can type an unrestricted amount of words and numbers.] on the next screen As best you can remember, what company was being advertised? [Text-box below the question where the participant can type an unrestricted amount of words and numbers.] on the next screen Do you remember seeing the advertisement before today, or do you not remember seeing it before today? [unnumbered scale; 1=Do remember seeing it, 0=Do not remember seeing it] on the next screen How sure are you about your answer to the previous question? [Unnumbered scale; 5=Extremely sure, 4=Very sure, 3=Moderately sure, 2=Slightly sure, 1=Not sure at all] on the next screen [if selected "Do remember seeing it”] As best you can remember, about how many times do you think you saw advertisement before today? [Text-box below the question where the participant can type a number between 0 and 100.] on the next screen How much do you like or dislike the advertisement? [Unnumbered scale; 7=Like a great deal, 6=Like a moderate amount, 5=ike a little, 4=Neither like nor dislike, 3=Dislike a little, 2=Dislike a moderate amount, 1=Dislike a great deal] on the next screen How funny was advertisement? [Unnumbered scale; 5=Extremely funny, 4=Very funny, 3=Moderately funny, 2=Slightly funny, 1=Not funny at all]. On the next screen How interested were you in the advertisement? [Unnumbered Scale; 5=Extremely interested, 4=Very interested, 3=Moderately interested, 2=Slightly interested, 1=Not interested at all] on the next screen Participants then reported their emotional state given the following questions, presented **in random order each on its own screen**: How happy do you feel now? [Unnumbered scale; 5=Extremely happy, 4=Very happy, 3=Moderately happy, 2=Slightly happy, 1=Not happy at all] How tense do you feel now? [Unnumbered scale; 5=Extremely tense, 4=Very tense, 3=Moderately tense, 2=Slightly tense, 1=Not tense at all] How angry do you feel now? [Unnumbered scale; 5=Extremely angry, 4=Very angry, 3=Moderately angry, 2=Slightly angry, 1=Not angry at all] How worried do you feel now? [Unnumbered scale; 5=Extremely worried, 4=Very worried, 3=Moderately worried, 2=Slightly worried, 1=Not worried at all] How sad do you feel now? [Unnumbered scale; 5=Extremely sad, 4=Very sad, 3=Moderately sad, 2=Slightly sad, 1=Not sad at all] on the next screen How much do you like or dislike McDonald's? [Unnumbered scale; 7= Like a great deal, 6=Like a moderate amount, 5=Like a little, 4=Neither like nor dislike, 3=Dislike a little, 2=Dislike a moderate amount, 1=Dislike a great deal] on the next screen How much do you like or dislike McDonald's food? [Unnumbered scale; 7= Like a great deal, 6=Like a moderate amount, 5=Like a little, 4=Neither like nor dislike, 3=Dislike a little, 2=Dislike a moderate amount, 1=Dislike a great deal] on the next screen How much do you like or dislike McDonald's french fries? [Unnumbered scale; 7= Like a great deal, 6=Like a moderate amount, 5=Like a little, 4=Neither like nor dislike, 3=Dislike a little, 2=Dislike a moderate amount, 1=Dislike a great deal] on the next screen How much do you like or dislike french fries? [Unnumbered scale; 7= Like a great deal, 6=Like a moderate amount, 5=Like a little, 4=Neither like nor dislike, 3=Dislike a little, 2=Dislike a moderate amount, 1=Dislike a great deal] on the next screen During the next 30 days, how likely are you to buy something at McDonald's? [Unnumbered scale; 5=Extremely likely, 4=Very likely, 3=Moderately likely, 2=Slightly likely, 1=Not likely at all] on the next screen During the next 30 days, how likely are you to buy french fries at McDonald's? [Unnumbered scale; 5=Extremely likely, 4=Very likely, 3=Moderately likely, 2=Slightly likely, 1=Not likely at all] on the next screen During the next 30 days, how likely are you to buy french fries? [Unnumbered scale; 5=Extremely likely, 4=Very likely, 3=Moderately likely, 2=Slightly likely, 1=Not likely at all] on the next screen How interested are you in buying stock in the McDonald's Company? [Unnumbered scale; 5=Extremely interested, 4=Very interested, 3=Moderately interested, 2=Slightly interested, 1=Not interested at all] on the next screen How smart is it to buy stock in the McDonald's Company? [Unnumbered scale; 5=Extremely smart, 4=Very smart, 3=Moderately smart, 2=Slightly smart, 1=Not smart at all] on the next screen **Primary Dependent Variable** How likely are you to recommend McDonald's to a friend or colleague? [Unnumbered scale; 1=Extremely likely, .75=Very likely, .5=Moderately likely, .25=Slightly likely, 0=Not likely at all; variable labeled npmcd] Note that this question is *not* forced choice. on the next screen **Primary Dependent Variable** How likely are you to recommend McDonald's french fries to a friend or a colleague? [Unnumbered scale; 1=Extremely likely, .75=Very likely, .5=Moderately likely, .25=Slightly likely, 0=Not likely at all; variable labeled npfries] Note that this question is *not* forced choice. on the next screen **Primary Dependent Variable** How likely are you to recommend McDonald's food to a friend or a colleague? [Unnumbered scale; 1=Extremely likely, .75=Very likely, .5=Moderately likely, .25=Slightly likely, 0=Not likely at all; variable labeled npfood] Note that this question is *not* forced choice. on the next screen On average, how many people around the world do you think buy food at McDonald's each day? [Unnumbered scale; 0=1 - 9 million, 1=10 - 19 million, 2=20 - 29 million, 3=30 - 39 million, 4=40 - 49 million, 5=50 - 59 million, 6=60 - 69 million, 7=70 - 79 million, 8=80 - 89 million, 9=90 - 99 million] on the next page About what percent of adults living in the United States do you think like McDonald's? You can type a number between zero percent and one hundred percent [Text-box below the question where the participant can write a number between 0 and 100. To the right of the text-box there will be a percentage sign.] on the next page About what percent of adults living in the United States do you think like McDonald's food? You can type a number between zero percent and one hundred percent. [Text-box below the question where the participant can write a number between 0 and 100. To the right of the text-box there will be a percentage sign.] on the next page “About what percent of adults living in the United States do you think like McDonald's french fries? You can type a number between zero percent and one hundred percent. [Text-box below the question where the participant can write a number between 0 and 100. To the right of the text-box there will be a percentage sign.] on the next page About what percent of adults living in the United States do you think like french fries? You can type a number between zero percent and one hundred percent. [Text-box below the question where the participant can write a number between 0 and 100. To the right of the text-box there will be a percentage sign.] on the next page About what percent of adults living in the United States do you think have eaten food from McDonald's at least once during the past year? You can type a number between zero percent and one hundred percent. [Text-box below the question where the participant can write a number between 0 and 100. To the right of the text-box there will be a percentage sign.] on the next page During 2017 about how much money would you guess will be spent at McDonald's worldwide? [Unnumbered scale; 0=1 - 9.9 billion dollars, 1=10 - 19.9 billion dollars, 2=20 - 29.9 billion dollars, 3=30 - 39.9 billion dollars, 4=40 - 49.9 billion dollars, 5=50 - 59.9 billion dollars, 6=60 - 69.9 billion dollars] On the next screen, participants were asked the willingness to pay question with one of five randomly assigned prices. They were asked If you could buy a medium size McDonald's french fries right now for [$1.39/$1.59/$1.79/$1.99/$2.19], would you buy them or would you not buy them? [Unnumbered scale; 1=Would buy them, 0=Would not buy them]. on the next page Participants then read: Next, you will watch another video. After you watch that video, we'll ask you some questions about it. The screen that followed displayed a window where participants clicked to watch a video of an advertisement. Above that video window appeared this instruction: Please click the button below to start the video. and below the window appeared this instruction: After you have watched the entire video, the “continue” button will appear below.” Participants who had earlier watched the McDonald’s advertisement saw the Prudential advertisement, and participants who had earlier watched the Prudential advertisement saw the McDonald’s advertisement. The “continue” button on this screen appeared after 61 seconds. on the next page, participants were asked: Please type everything you remember about the advertisement you just saw. [Text-box below the question where the participant can type an unrestricted amount of words and numbers.] on the next page As best you can remember, what company was being advertised? [Text-box below the question where the participant can type an unrestricted amount of words and numbers.] on the next page Do you remember seeing the advertisement before today, or do you not remember seeing it before today? [Unnumbered scale; 1=Do remember seeing it, 0=Do not remember seeing it] on the next page How sure are you about your answer to the previous question? [Unnumbered scale; 5=Extremely sure, 4=Very sure, 3=Moderately sure, 2=Slightly sure, 1=Not sure at all] on the next screen [if selected "Do remember seeing it”] As best you can remember, about how many times do you think you saw advertisement before today? [Text-box below the question where the participant can type a number between 0 and 100.] on the next screen How much do you like or dislike the advertisement? [Unnumbered scale; 7=Like a great deal, 6=Like a moderate amount, 5=ike a little, 4=Neither like nor dislike, 3=Dislike a little, 2=Dislike a moderate amount, 1=Dislike a great deal] on the next screen How funny was advertisement? [Unnumbered scale; 5=Extremely funny, 4=Very funny, 3=Moderately funny, 2=Slightly funny, 1=Not funny at all]. on the next screen How interested were you in the advertisement? [Unnumbered Scale; 5=Extremely interested, 4=Very interested, 3=Moderately interested, 2=Slightly interested, 1=Not interested at all] on the next page To help us be sure that your [device/computer] is working properly with ours, please select “Slightly disagree” below. [Unnumbered scale, 0=Strongly agree, 0=Agree, 0=Slightly agree, 0=Neither agree nor disagree, 1=Slightly disagree, 0=Disagree, 0=Strongly disagree] on the next screen Have you answered this questionnaire previously, or have you not done that? [Unnumbered scale; 1=Have answered it before, 0=Have not done that] on the next page How many times have you answered this questionnaire before? [Text-box below the question where the participant can type any positive discrete number with a maximum of 10] At the end of the survey, participants will be given the following demographics Demographic Variables *Note That All Demographics are Not Forced Choice* Female. A female dummy variable was coded 1 for females and 0 otherwise. A dummy variable, femalemiss, was coded 1 for participants who did not answer the gender question and 0 for participants who did. variable name is female Age. Age was constructed as the difference between 2017 and the answer to the birth of year question. A dummy variable called age 18 to 24 was coded 1 for participants who were aged between 18 and 24 and 0 for all other participants. A dummy variable, called age 25 to 34 was coded 1 for participants who were aged between 25 and 34 and 0 for all other participants. A dummy variable called age 35 to 44 was coded 1 for participants who were aged between 35 and 44 and 0 for all other participants. A dummy variable called age 45 to 54 was coded 1 for participants who were aged between 45 and 54 and 0 for all other participants. A dummy variable called age 55 to 64 was coded 1 for participants who were aged between 55 and 64 and 0 for all other participants. A dummy variable called age 65 or older was coded 1 for participants who were aged 65 or older and 0 for all other participants. A dummy variable called agemiss was coded 1 for participants who did not answer the year of birth question and 0 for participants who did. variable name is age Hispanic ethnicity. A Hispanic dummy variable was coded 1 for participants who report Hispanic ethnicity and 0 for others. A dummy variable, hispanicmiss, was coded 1 for participants who did not answer the Hispanic ethnicity question and 0 for participants who did. variable name is hispanic Race. A White dummy variable was coded 1 for participants who only selected “White” and 0 otherwise. A Black dummy variable was coded 1 for participants who only selected “Black or African-American” and 0 otherwise. An “Other Race” dummy variable was coded 1 for participants who selected a response category other than “White” and “Black or African-American” or selected more than one category, and 0 otherwise. A dummy variable, racemiss, was coded 1 for participants who did not answer the race question and 0 for participants who did. variable name is race Education. A dummy variable of “Less than high school” was constructed coded 1 for participants who chose “Less than 1st grade”, “1st, 2nd, 3rd or 4th grade”, “5th or 6th grade”, “7th or 8th grade”, “9th grade”, “10th grade”, “11th grade”, “12th grade NO DIPLOMA”, and 0 otherwise. A dummy variable of “High school graduate” was constructed coded 1 for participants who chose “HIGH SCHOOL GRADUATE- high school DIPLOMA or the equivalent (For example: GED)”, and 0 otherwise. A dummy variable of “Some college” was constructed coded 1 for participants who chose “Some college but no degree”, and 0 otherwise. A dummy variable of “College graduate” was constructed coded 1 for participants who chose “Associate degree in college - Occupational/vocational program”, “Bachelor's degree (For example: BA, AB, BS)”, “Master's degree (For example: MA, MS, MEng, MEd, MSW, MBA)”, “Professional School Degree (For example: MD, DDS, DVM, LLB, JD)”, and “Doctorate degree (For example: PhD, EdD)”, and 0 otherwise. A dummy variable, edumiss, was coded 1 for participants who did not answer the education question and 0 for participants who did. variable name is education Income. A dummy variable was constructed for each of these income categories: less than $30,000, $30,000 to $49,999, $50,000 to $74,999, $75,000 to $99,999, and $100,000 or more. A dummy variable, incomemiss, was coded 1 for participants who did not answer the income question and 0 for participants who did. variable name is income Region. Zip codes were matched with states, which were matched with Census regions. A set of dummy variables representing three different census regions in the United States were constructed: Northeast, Midwest, South, and West. A dummy variable, regionmiss, was coded 1 for participants who did not answer the zip code question or answered with an invalid zip code (a zip code that did not match to a state) and 0 for participants who answered with a valid zip code (a zip code that matched to a state). variable name is region