107 undergraduates (64 females, 43 males) from a Midwestern university in the USA.
Participants were randomly allocated to one of the two conditions which placed 46 in the Disney ad condition and 51 in the non-Disney ad (control) condition.
There's a problem with coding with the results. Can we do it again?
Participants completed a questionnaire which asked them to rate, on a line scale from 0 – 100 the likelihood that an event happened to them before they were ten years old. Twenty childhood events were listed, including the critical event ‘Met and shook hands with a favourite TV character at a theme resort’.
Questionnaire Which ride was your favouite at Disney Land? What was your most vivid memory? Can you remember shaking hands with your favouite character? What did you think the purpose of this experiment was?
Participants in the experimental group were given the Disney ad whilst those in the non-experimental (control) group were given a non-Disney ad. Participants were asked to write down how the ad made them feel, Rate the ad and Rate four statements.
The experimenter then said there had been a problem with coding the results of the questionnaire completed in Week 1 so would they please complete it again.
Participants then undertook a short distraction task after which they were asked, in a different questionnaire, about their memories of Disney. Finally, as a way of assessing demand characteristics, participants were asked what they thought the purpose of the experiment was and whether or not they believed their memories of Disney had been influenced by the advertising.