Nike brand advertising was liked 20 people. 16 people enjoy the idea, philosophy of the video and the characters, in particular, the little girl who sang on stage and actress Irina Gorbacheva which speaks about the influence of the participation of stars in advertising. Some also recognized other heroes of the video, such as Olympic champion in women's figure skating Adelina Sotnikova, athlete Kristina Sivkova, ballerina Olga Kuraeva. One of respondents noted heroes, champions who were interestingly picked up, and also Sotnikova was recognised. 8 respondents noted strong emotions that arose and how they were catched by the video's plot. An interesting outlier is that 1 person burst into tears. Moreover, 2 persons felt strong motivation and desire to do something. In addition, it was noted that the advertisement very unobtrusively represented its brand. Another fact is that 1 respondent noted excessive grotesque and pathos in the advertisement.

Another illustrative example of storytelling as an emotional and powerful video ad is Adidas. 23 people liked it. One of respondents said that he would like to prove something after advertising Nike and adidas or go against something, after watching respondent wanted to not only go in for sports, but also to prove something, break the rules. 18 people noted a strong ideology and meaning. Furthermore, 17 respondents pain attention to the strong emotional outburst. Moreover, 12 people remembered the main character. This advertisement caused tears for a large number of respondents (11), which is the highest rate among other commercials: the rest ads did not cause tears for so many respondents. 7 people were very inspired by the atmosphere and mood of the video. For many people the video caused sadness, empathy and compassion for the main character (also 7 people). 1 person was perplexed about the general message and the author's intention of the video, which ultimately affected the overall impression of the advertisement: the respondent did not experience any emotions and remained indifferent. In 5 people the video caused motivation, which indicates that this video clip is the most motivating among the rest. 1 respondent was hooked by the sincerity of the heroes, their acting, which allowed the person to feel emotions through the screen. The emotions of the protagonist were conveyed so sincerely and genuine that it hooked one of respondents the most. She mentioned that it was if she lived this story with him and evoked strong emotions of compassion and empathy towards the heroes. Advertising allowed to live a small episode of the character's life together with the audience.

The most popular characters among other advertisements are the roles of heroes from Nike and Adidas ads, which embodies two categories: children and the elderly.

Amstel promotion is liked by 17 people. 16 respondents noted the humor in the video, the advertisement caused them a pleasant smile. 7 millennials paid attention to pleasant emotions. 5 respondents felt a relaxed mood and for 5 people advertisements went unnoticed: interviewees did not feel any emotions and remained indifferent. One interviewee experienced confusion. In addition, some people (4) noted the video's sincerity, its atmosphere, anticipation, as well as funny characters and an interesting outcome. One respondent mentioned that the advertisement is interesting, throughout the viewing there is an expectation, an anticipation of the ending, what will happen.

19 people liked the Budweiser ad, which put the commercial in 3rd place among all advertisements viewed by respondents. The most striking factor that most millennials noted (18) was the presence of cute animals in the video. However, 14 people noticed a lack of connection between the brand, its products, philosophy and events, as well as the characters. Also 2 people were embarrassed by the video, one of interviewees said that he did not expect beer advertising at all, some kind of product for animals was expected, it was not connected with beer at all. Moreover, 3 people were indifferent towards the clip. Nevertheless, 9 people experienced strong emotions, in 2 respondents the advertising caused tears.

The three most memorable videos were representatives of storytelling such as Adidas (19), Ikea Story (13) and Budweiser (12). Interestingly, despite the large number of people highly rated the Apple video with the presentation of iPhone 11 after viewing, it did not even enter the top five, but shared a place with 4 more videos. Amstel and Nike took 4th and 5th positions, each of them scored 8 votes. Already at this stage it is clear that storytelling causes a much stronger response than even high-quality and well-made product advertising. Moreover, this testifies to the fact that advertisements with storylines are better remembered and remain in memory since even after watching all the advertisements when highlighting the top, the respondents remembered clips with stories.

Philosophy and ideology were singled out mostly by 14 respondents in the top of the most liked advertisements (2-4 pieces). 12 people felt a strong response from advertising, the same amount of people highlighted the story. 10 people noted production and the presence of animals as an important factor in the selection of personal advertising tops. Also, the characters and atmosphere for 9 millennials did not go unnoticed and 8 people noticed the overall impression of the video.

After viewing commercials, 24 people had positive emotions, while at the beginning of the interview 22 people spoke negatively about advertising, noting mainly the lack of meaning, obsession and stupidity of mass-produced advertisements. It is also seen that high-quality advertising, especially storytelling, can change perception and feelings causing positive emotions. The most common feeling was catching the response inside (13). 12 respondents felt affection, mainly to animals, as well as empathy for both animals and the hero of the Adidas advertisement. 11 people noted their condition after watching the advertisement as enthusiastic and uplifted. 10 respondents felt compassion and worried about the heroes of advertising. 7 people experienced the delight and enjoyment of watching ads. The same number of people noticed a surge of energy in themselves, an increase in inspiration and motivation for action. Few respondents were very motivated to do something and never give up. 4 people were left with a sense of bewilderment as well as 2 with a feeling of sadness. 1 person was proud when watching Adidas ads and sincerely rejoiced for a character who coped with all the obstacles and was not broken under the influence of circumstances.

24 respondents liked the characters mainly because of their spirit (9), strength (8), beauty (7) and cuteness (7) when it comes to animals. It was also noted how simple and close to people the characters seemed, one of respondents liked how ordinary characters in advertising and Ikea, the same as ordinary people, she noticed how they are not endowed with any special features and this is the charm of these characters. In addition, 4 respondents paid attention to the fact how suitable the characters were, in the advertisements they looked very organically and sincerely.

In general, respondents (16) were touched by stories, well-designed storylines and character actions that affected their souls. 9 respondents were not only catched by the story, but a response was found inside thanks to the characters presented and the relevance of the issues highlighted, such as family values, perseverance and fortitude, friendship and understanding. 8 people felt understanding, 7 - compassion.

Basically, these videos did not encourage respondents to take any action, the majority, namely 9 people, did not want to do anything but continue to do their own business. It is interesting that 6 respondents had a desire to visit an online or offline store to look at brand products, find out prices and details. These videos encouraged 4 respondents to deep thinking, while the other 4 people were inspired to make a purchase. As expected, 3 respondents had a desire to drink beer with friends. As mentioned earlier, 2 respondents noted that they not only want to prove something but also break down barriers and rules so that they can break free like in the Adidas slogan.

8 respondents changed their opinion about the brand, which refuted the hypothesis that there was no influence on the opinion of respondents. 7 of them had an improved opinion, while 1 respondent had a neutral opinion from a negative one. The remaining respondents remembered brands, learned something new about them, became interested in products and once again realized the fact of how well these companies do advertising.

11 people would buy products presented in advertisements. The most desirable product is an iPhone, then in order from most desired to least beer comes. Afterwards, sportswear from the Adidas and Nike brands goes, Ikea goods and clothes from Zara and H&M.

The most popular reason for buying is advertising (9) and the need for a product (also 9). Other factors are conscious choice (8), quality (7), desire (6), and price (4). 5 people would not buy any of the products presented in the commercials.

During the analyzing of the interviews' results it was found out about the strong influence of the advertisements with stories on the respondents compared to commercials which demonstrate only a product and its characteristics without any heroes' background. That is why, it was decided to include advertisements with exclusively storytelling in the survey. Moreover, according to the results of the interview, the top advertising most liked by respondents included videos with storytelling, from which it was concluded not to include commercials with product presentations in the questionnaire without the presence of any story and characters.

In-depth interview summary results

Turning to conclusions, first of all, there is a need to say that most millennials passed the in-depth interviews know the definition of storytelling.

Secondly, for the vast majority of respondents, advertising on the Internet with some exceptions causes negative emotions, including irritation, anger, disgust and the fear that their search queries are being monitored. Exceptions can be interesting, useful for respondents, commercials made in an exceptional design.

Thirdly, the advertisements caused the greatest impression included five advertisements with storytelling. The reason why people chose these videos was the philosophy and the idea of promotion. The most memorable video for the respondents was the Adidas ad.

Fourthly, after viewing advertisements, practically all interviewees except one experienced positive emotions, despite the fact that many of them perceived the commercials negatively before viewing it.

Questionnaire results

Data sample

The total number of answers is 387, data were gathered through GoogleForm by sending it both personally via VK messages, and to VK groups with close to storytelling and marketing subjects, Discord servers, YouTube comments and Telegram channels. App for meeting new people were also used, such us Tinder and Badoo. Data were analyzed via Excel to define the most common aspects about respondents' attitude and perception towards video promotion and storytelling itself. The survey was anonymous, names and surnames of the respondents were not collected. Data were processed and interpreted in a generalized form. The estimated duration of filling out the questionnaire is 8 minutes.

Socio-demographic situation

387 respondents were pollee: 216 females (55,8%) and 171 males (44,2%), average age is 26,9 in the range of 18 to 40 years. Top 10 most common spheres of hobbies and interests had the following scatter: 209 respondents chose music (54%), 184 policy (47,5%), 183 movies (47,3%), 182 humor (47%), 164 art (42,4%), 152 fashion (39,3%), 148 education (38,2%), 142 design (36,7%), 123 sport (31,8%), 119 science (30,7%). Most popular kind of education among answers is higher education, it was chosen by 162 respondents (41,9%). The next one is incomplete higher education which were chosen by 96 respondents (24,8%), and the third is secondary special education which is equal to 45 answers (11,6%). The other ones were two or more higher education, secondary education and incomplete one, and candidate or doctoral degree are 35, 23, 20 and 6 respectively (9%, 5,9%, 5,2% and 1,6%). Most number of respondents, which is 245 (63,3%) lives in a city with more than one million citizens, 61 and 48 respondents live in a settlement with 500 thousand - 1 million and 100-500 thousand respectively (15,8% and 12,4%). Other 14 respondents (3,6%) live in a town with less than 50 thousand citizens, 13 respondents (3,4%) live in a town with 50-100 thousand citizens, while for 6 respondents (1,6%) it is difficult to answer.

Hypotheses

H1: Greatest number of respondents have high awareness due to storytelling. This hypothesis is confirmed due to 52,7% of respondents know this term.

H2: Respondents feel that storytelling impact more efficiently on them comparing to usual ad. This hypothesis is confirmed due to 18,1% of respondents answered that they strongly agree, and 35,3% of respondents said they agree to the statement: “Storytelling affects you more than another type of ad”. Only 11,3% and 10,8% of respondents claimed that they disagree and strongly disagree, respectively.

H3: The respondents' opinion about the brand does not change after watching the ads. The hypothesis was confirmed, since when viewing all three advertisements, the opinion of the majority of respondents regarding brands did not change. (72,1% of millennials did not change their opinion after watching Budweiser commercial, 64,9% -- Ikea, 72,4% -- Adidas)

H4: After viewing advertisements millennials remain indifferent to the products and services presented in commercials. The hypothesis was confirmed as the majority of respondents were indifferent to the products and services presented in the commercials (44,4% of respondents feel indifference to the products or services after viewing Ikea ad, 61,3% -- Budweiser, 45,7% -- Adidas).

H5: The most frequently experienced emotions when watching ads are empathy and compassion. The hypothesis is more likely to be refuted since when viewing Budweiser advertising most interviewees experienced uplifting and spiritual rise (206 respondents) and nostalgia while watching Ikea commercial (140 people). Empathy and compassion were experienced by the majority only after having a look at Adidas ad (241 millennials).

H6: Speaking generally, story and plot are the objectives which impress the respondents more than anything else while watching advertisement. The hypothesis was confirmed as the majority, namely 214 people, highlighted the plot and the presence of story as a factor to which they pay attention to.

Main conclusions

Respondents notice that they encounter advertising very often (281). The rest face often 64, neither rarely nor often (32), rarely (9) and very rarely (1).

The results regarding the attitude towards advertising do not at all coincide with the results of a qualitative analysis. The majority (181) do not experience any emotions, they are indifferent. 91 are negative, 40 are strongly negative, while 57 are positive, 18 are strongly positive.

Respondents pay attention to such factors as plot/content (214), creativity/uniqueness (211), advertised product or service (201), design/production/color spectrum (197), usefulness/relevance (187), quality (183), philosophy/idea and music/sounds (both 169), delivery (167), characters (86).

Interviewees believe that they encounter storytelling in advertising campaigns neither rarely nor often (74), rarely (55), often (48), very often (24) and very rarely (3).

From all interviewed millennials 22 strongly disagree with the fact that storytelling affects them more than other types of ad, 23 -- disagree, 50 -- neither agree nor disagree, 72 -- agree and 37 -- strongly agree.

38.2% of respondents faced the purchase situation after watching commercials with the storytelling elements, 36.3% did not encounter such cases, 25.2% found it difficult to give an exact answer.

Adidas results

12 people didn't like adidas advertising at all, 22 respondents didn't like it, 62 neither didn't like it nor liked it, 127 people liked it, 164 liked it very much. The average video rating for interviewees is 4,17.

Story and plot impressed 276 people, atmosphere and mood -- 203, philosophy -- 185, sound accompaniment -- 150, characters/the presence of animals -- 137, features of shooting and camera work -- 123, visual components -- 99, product -- 43, neither -- 25.

During watching the ads interviewees felt empathy and compassion 241, nostalgia -- 148, sadness -- 136. 105 millennials burst into tears. 105 experienced motivation and inspiration, 77 -- feeling close to character, 67 -- uplifting and spiritual rise, 64 -- interest, 47 -- pride, 40 -- response inside and strong emotions, 30 -- affection, 26 -- indifference, 26 -- delight and pleasure, 18 -- relaxed and calm, 6 -- perplexity.

The opinion about the brand changed for the worse after viewing advertisement for the minority -- 1.6% of respondents, while for the majority it did not change -- 72.4%, 26.1% changed their view for the better.

177 people remained indifferent to the products shown in the commercial, 109 people had a desire to get acquainted with the product catalog on the website, 42 had a desire to buy.



Budweiser results

15 people didn't like adidas advertising at all, 25 respondents didn't like it, 59 neither didn't like it nor liked it, 103 people liked it, 185 liked it very much. The average video rating for interviewees is 4,04.

The presence of animals impressed 253 people, story and plot -- 226, atmosphere and mood -- 172, sound accompaniment -- 139, visual components -- 111, features of shooting and camera work -- 88, philosophy -- 84, neither -- 35, product -- 14.

Uplifting and spiritual rise was caused in 206 people, response inside and strong emotions -- in 180, tears caused in 121, relaxed and calm -- 86, perplexity -- 78, delight and pleasure -- 76, pride -- 43, interest -- 38, empathy and compassion -- 36, sadness -- 34, affection -- 34, nostalgia -- 28, motivation and inspiration -- 19, feeling close to character -- 19 and indifference -- 18.

As a result, the majority of respondents (72.1%) did not change their opinion about the brand after watching Budweiser ads, while 24.5% of the respondents changed their opinion for the better, and 3.4% for the worse.

Most of the respondents (61.3%) remained indifferent to the brand's products, 20.4% would like to see the catalog of goods, and 5.4% of interviewees had a desire to purchase goods.

IKEA results

The largest number of respondents (141) really liked the video, when 126 respondents said they liked the promo, 81 respondents were indifferent, 24 respondents did not like the video, while 15 respondents did not like the video. The average rating for the video by respondents' votes is 3.89.

The respondents were most impressed by story and plot (199), atmosphere and mood (183), characters and philosophy (both 158), sound accompaniment (90), visual components (71), product (63), features of shooting and camera work (53), while 53 respondents were not impressed at all.

Respondents experienced emotions such as nostalgia (140), interest (117), feeling close to character (95), affection (82), response inside, catches and strong emotions (67), relaxed and calm (59), indifference, empathy and compassion (50), pride (49), causes tears (48), motivation and inspiration (36), uplifting and spiritual rise (31), delight and pleasure (31), sadness (25) and perplexity (20)

In general, the majority of respondents (64.9%) did not change their opinion about the brand after watching IKEA advertising, while 33.3% of the total number of respondents changed their opinion for the better, and 1.8% for the worse.

Most of the respondents (44.4%) remained indifferent to the brand's products, 34.9% would like to see the catalog of goods, and 11.1% of interviewees had a desire to purchase goods.

Respondents distributed ads in such a way that Adidas put 137 respondents in first place, 152 respondents in second place and 98 in third place. Thus, if 3 points are awarded for first place, 2 points for second place and 3 points for third, Adidas scored 813 points when summarizing all the works. Budweiser put 139 respondents in first place, 113 respondents in second place and 135 respondents in third place. Therefore, Budweiser has 778 points. IKEA advertising was put in first place by 108 respondents, in second place by 119 respondents and in third place by 160. Thus, IKEA scored 722 points. Overall, according to estimates, Adidas is the best video presented, in the aggregate opinion, although if only the votes for first place are considered for first place, then Budweiser outperforms the Adidas brand by 2 points.

Based on responses, Adidas, Budweiser, and Ikea were ranked as first, second, and third. It can be concluded that factors such as empathy, empathy, and nostalgia evoke stronger emotions than story and plot. Consequently, the story itself is not capable of leaving a more lasting impression if it does not cause such feelings as empathy, empathy, etc. However, the difference between the feedbacks to the video is extremely small, and as a result, talking about a significant correlation would be a mistake. But still, it is impossible not to note that the Adidas's advertisement seemed to generate more empathy, nostalgia, comparing to Ikea's and Budweiser. For example, Ikea advertisement focuses more on story and plot, atmosphere and mood, but respondents did not experience such strong emotions as when watching Adidas ads, and in the issue, this is probably why millennials preferred Adidas advertising. In this example, it can be concluded that empathy, compassion and nostalgia generate a better response than story and plot.

Questionnaire summary results

Results may be concluded into few sentences. First, there is a high awareness among millennials due to what storytelling is. Second, storytelling evokes stronger emotions than usual ad. Third, interviewees feel that storytelling impact them more efficiently than other type of promotion. Fourth, respondents are indifferent to the products and services presented in advertising. Fifth, commercials with storytelling has small impact on respondents' opinion about the company. Last, but not least Adidas became most common choice among respondents and also got the highest marks, due to evoking such emotions as compassion, empathy and nostalgia.



Conclusion

This study purpose was to reveal millennials' perception of storytelling and what emotions and feeling this tool evoke.

According to in-depth interview and survey results', the Adidas promo is the best of the presented videos according to the average ratings of the respondents, and according to the overall opinion, if ranking is considered. When watching the first two videos, the most frequent emotions and feelings were just empathy and empathy, when watching the third, people found a response inside. Most of the interviewees not only did not change their opinion about the brand, but also remained indifferent to the company's products. It was also noted that advertisements that contain storytelling are much more remembered by respondents. According to the respondents, storytelling affects more than regular advertising.

This research paper has its own theoretical and practical importance for future academic studies in the field of advertising and marketing tools and can be useful for researchers, as well as for specialists in the field of advertising.



Limitations

a) No possibility to get access to few researches without a fee

b) Lack of reliable sources

c) The deficiency of the scientific researches disclosing perception of storytelling by customers

d) Difficulty in recruiting the required number of respondents in view of site policies, about the undesirable distribution of material, and as a result, a collision with account blocking

e) Lack of objectivity with choosing specific video for the interview, due to lack of possibility to exclude human factor subjectivity

f) Number of respondents

g) The absence of willingness to answer honestly during in-depth interview

h) Lack of possibility to conduct in-depth interview by meeting face-to-face due to pandemic situation

Alternative research scenarios

If, instead of video ads, posters and banners were chosen, for example, then the range of respondents' emotions being studied would not be so wide, since the video format is considered to be an effective tool both in the academic literature and in this study in order to evoke feelings in the audience. In combination with storytelling, this is a powerful instrument for consumers to remember the brand, imbued with its idea, philosophy and especially story.

If the assumptions and hypotheses were different, then the purpose of the research paper would be changed and, as a result, the research methods. Therefore, it would not be in-depth interviews and surveys.

If the purpose of the study was to measure the effectiveness of storytelling, then the research work would become quantitative as the main design, since the results of the influence of storytelling types would be needed. However, in this case, a qualitative study would also be applied in the work, since it would require the development of scales and objects to measure effectiveness. But quantitative research would still be prevailing. In addition, expert opinions and special tools to avoid subjectivity and to summarize the results would become necessary as methods for research in this case.

Future research

For the future researches there are few options that can be improved. First, not only millennials can be studied into research, but all age groups. Second, broader territorial attribute may be researched. Third, using more types of advertising, not only video format for the study may become relevant. Last but not least, it can be reasonable to create an objective way to choose videos without human factor, as an example it might be designed with Artificial Intelligence.



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Appendix

Appendix 1

Matrix

Table 2

Warm-up questions:
What do you pay attention to in advertising?
Neither	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0
Quality	1	0	0	0	1	1	0	0	0	0	1	0	1	0	0	0	0	0	1	0	0	0	0	0	0
Characters	1	0	0	0	0	0	0	0	0	0	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0
Delivery	1	1	0	0	1	0	0	1	0	0	1	1	0	0	0	1	0	0	0	0	1	0	0	0	0
Design/production/colors	1	1	0	0	1	1	0	1	1	0	1	1	1	0	1	0	0	0	1	1	1	0	1	0	0
Mood/atmosphere	1	0	0	0	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0
Philosophy/ideology	1	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	1	0	0	0	0	0	0	0	0
Taste preferences	1	0	0	0	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Voice/music/sounds	0	1	0	0	0	0	0	1	1	0	0	0	1	0	0	0	0	0	1	0	0	0	1	0	0
Product	0	0	1	0	0	0	1	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0	0	0	1
Usefullness/relevance	0	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1
Creativity/uniqueness	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	1	0	0	1	0	0	0	0
Presence of modern trends	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0
Foreshortening	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	1	0
Plot/content	0	0	0	0	0	0	0	0	0	0	0	0	1	0	1	1	0	0	0	0	0	0	0	0	0
Price	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1
Do you know what storytelling is? (N - 0; Y - 1)	1	1	0	0	0	1	0	1	0	0	0	1	1	0	1	1	1	1	1	0	1	0	1	0	1
What are the distinguishing features between advertising with and without storytelling elements?
Story	1	1	0	0	1	1	1	1	1	0	0	0	1	0	0	1	1	0	1	0	1	0	1	0	1
Character	1	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	1	0	1	0	1	0	1	0	1
Brand conception	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Goal to evoke emotions/More attention	1	0	0	0	0	0	0	0	0	0	0	1	0	0	1	0	0	1	0	0	0	0	0	0	0
Social demographic questions:
Gender (M - 0; F - 1)	1	0	0	0	1	0	0	0	0	0	1	0	1	0	0	1	0	0	1	0	0	0	1	1	0
Age	21	30	21	20	37	24	39	29	22	26	20	20	21	21	21	21	24	22	19	21	24	38	21	36	21
How often do you come across advertising?
Not really often	1	0	0	1	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0
Every day	0	1	1	0	1	1	1	1	1	1	1	1	0	1	1	1	1	1	1	1	1	1	1	1	1
What spheres you interested in?
Fashion	1	0	0	0	0	0	0	0	0	0	1	1	1	1	1	1	0	1	0	0	0	0	0	0	0
Art	1	1	0	0	1	0	0	0	0	0	1	1	0	0	0	1	0	0	1	0	0	0	0	0	0
Cooking	1	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	1	0	1	0	0
IT	0	1	1	0	1	0	0	1	0	1	1	1	1	1	0	1	0	1	0	1	0	0	0	0	1
Humor	0	1	0	0	0	1	1	1	0	1	1	1	0	0	0	0	0	0	1	0	0	0	0	0	0
Sport	0	0	1	1	0	1	1	0	1	1	0	1	0	0	1	0	0	1	0	0	0	1	0	0	1
Politics	0	1	0	0	1	0	1	0	0	0	0	1	0	0	0	0	0	1	0	0	0	1	0	0	0
Economy	0	1	0	0	0	0	0	0	0	0	0	1	0	0	0	1	0	0	0	0	0	0	0	0	0
Medicine	0	0	0	0	1	1	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0
Science	0	1	0	0	0	1	1	1	0	0	1	1	0	0	0	1	1	0	0	0	0	0	0	0	0
Beauty	0	0	0	0	0	1	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	1	1	0
Nature	0	0	0	0	0	1	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0
Video games/Movies/Entertament	0	0	1	1	0	0	0	1	0	1	0	1	0	0	0	0	0	1	0	0	1	1	0	0	0
Music	0	0	0	0	0	0	0	1	0	0	0	1	0	0	1	0	0	1	1	1	1	0	0	0	0
Design	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	1	0
Education	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	1
News	0	0	0	1	0	0	1	0	1	0	0	1	0	0	0	0	1	0	0	0	0	1	0	0	0
What social networks do you use?
Instagram	1	1	1	1	0	1	1	1	1	0	1	1	1	1	1	1	0	1	1	1	1	0	1	1	1
Tiktok	1	0	1	0	0	0	0	0	0	0	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0
Vkontakte	1	0	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	0	1	1	0	1	1	1
Youtube	1	1	1	1	1	1	1	1	0	1	0	1	1	1	0	0	0	0	1	0	1	0	0	0	1
Telegram	1	0	0	0	0	0	1	0	0	0	1	1	0	0	0	1	0	0	0	0	0	0	1	0	1
Behance	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Facebook	0	0	0	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0
Pinterest	1	0	0	0	0	0	0	0	0	0	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0
Steam	0	0	1	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Tinder	0	0	0	0	0	1	0	1	1	1	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0
Twitter	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	1	0	0	0	0	0	0	0
Soundcloud	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0
Bandcamp	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0
Neither	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0
RQ1: What is the attitude of respondents to online advertising?
What kind of advertising on the Internet do you pay attention to?
Neither	1	0	1	0	0	0	0	0	1	1	0	0	0	1	0	0	0	0	0	0	1	1	0	0	0
Design	0	1	0	0	1	0	1	0	0	0	0	0	1	0	0	0	0	1	0	0	1	0	1	0	0
Need/useful/relevance	0	0	1	0	0	1	1	0	0	0	0	0	0	0	1	1	1	0	0	1	0	0	1	0	1
Movie trailer	0	0	0	1	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0
Music	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Story/Catchy plot	0	0	0	0	0	0	1	1	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0
Celebreties	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0
Stands out/original	0	0	0	0	0	0	0	0	0	0	1	0	1	0	0	0	0	1	1	0	1	0	0	0	0
Video format	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	1	0	0	0	0	0	0	1	0	0
Which platforms usually provide you with promo?
Instagram	1	1	1	0	0	1	0	1	1	0	1	1	1	1	1	1	0	1	1	1	1	0	1	1	1
Tiktok	1	0	0	0	0	0	0	0	0	0	0	0	0	0	1	1	0	0	0	0	0	0	0	0	0
Vkontakte	1	0	0	0	0	0	1	0	0	1	1	0	1	0	1	1	1	1	1	1	1	0	1	1	1
Youtube	1	1	1	1	1	1	1	1	0	1	1	1	1	1	0	1	0	1	1	0	1	0	1	0	1
Telegram	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0
Websites	0	0	0	0	0	0	0	0	0	0	0	0	1	0	1	1	1	0	0	0	0	1	1	1	1
E-books	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0
Mobile apps/games	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0
Tinder	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0
What emotions do you have on the Internet?
No emotions/Neutral/Indifferece	1	0	0	0	0	0	0	0	0	0	0	0	0	0	1	1	1	0	1	0	1	0	0	0	0
Anger	1	0	0	1	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	1	1	0	0
Irritation	1	1	0	0	1	1	1	0	1	1	0	0	1	0	0	0	0	0	0	0	0	1	1	0	1
Negative	1	1	1	1	1	1	1	1	1	1	1	1	1	1	0	1	1	1	0	1	0	1	1	1	1
Indignation	0	0	1	1	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	1	0	0
Disgust	0	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0
Interest (positive)	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	1	0	0	0	0	0	0
Scary	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	1	0
Any exceptions? (N - 0; Y - 1)	1	1	1	0	1	1	1	1	1	0	1	0	0	1	1	0	0	1	1	1	1	1	1	0	1
Exeptional design	1	0	0	0	0	1	0	0	0	0	0	0	1	1	0	0	0	1	1	1	1	0	0	0	0
Funny/humor/absurd	1	0	0	0	1	0	1	0	1	1	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0
Ideological	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Movie trailer	0	0	0	1	0	0	0	0	0	1	0	1	0	0	0	0	0	1	0	0	0	0	0	0	0
Music	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0
Exeptional delivery	0	0	0	0	0	0	0	1	1	0	0	0	0	1	0	0	0	0	0	0	1	0	1	0	0
Relevance	0	1	0	0	0	0	0	0	0	1	0	0	1	0	1	0	1	0	0	1	0	0	1	1	1
Viral	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0
Social subtext	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Seems interesting	0	0	0	0	1	1	1	0	1	1	1	0	1	0	0	0	0	0	1	1	0	0	1	0	0
Poor quality	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Unobtrusive	0	1	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0
Concrete	0	1	0	0	1	0	1	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	1	0	0
Without embellishment	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Useful information	0	0	1	0	0	0	1	0	0	0	0	0	0	0	1	0	1	0	0	1	0	0	0	0	0
Required product	0	0	1	0	0	0	0	0	0	1	0	0	0	0	1	0	0	0	0	0	0	0	0	0	1
Story	0	0	0	0	1	1	0	1	0	1	0	0	1	1	0	0	0	0	0	0	0	1	0	0	1
Stand out	0	0	0	0	1	1	0	1	1	0	1	0	1	0	0	0	0	1	1	0	0	0	0	0	0
Characters	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Great quality	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	1	1	0	0	0	0	0
Mysterious	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0
Any ad	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	1	0	0	0
Able to quickly interest	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	1	0	0	0	0
Which ad formats are most enjoyable for you?
Neither	0	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0
Easy to skip	1	0	0	1	0	0	0	0	0	1	1	0	0	0	0	1	0	0	0	0	0	0	0	0	0
Product Integration	1	1	0	1	0	0	1	0	1	1	1	0	1	0	0	0	0	0	0	1	1	0	0	0	0
Ad before video	1	0	0	0	1	0	0	1	0	0	0	1	1	0	1	0	0	1	1	0	0	0	1	0	0
Banners	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	1	0	0	0	0	0	0	0	0
Video	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0
Posts	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1
RQ2: What is the attitude of respondents to offline advertising?
Does offline advertising appeal to you?
N - 0; Y - 1	1	0	0	0	1	0	0	0	1	1	1	0	0	0	1	1	1	0	1	0	0	0	1	1	1
Why?	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Beauty/Design	1	0	0	0	1	0	0	0	1	0	1	0	0	0	1	1	0	0	1	0	0	0	0	0	1
Funny	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Poor design	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0
Social context	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	1	0	1
Which of them do you pay attention to?
Neither	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	1	0	0	0
Billboards	1	0	0	0	1	1	1	1	1	1	0	0	0	1	0	1	1	0	1	0	1	0	0	0	1
Shop windows	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0
Posters	1	0	0	0	0	0	1	1	1	0	1	0	1	0	1	1	1	1	1	1	1	0	1	0	1
What emotions do you get from such an advertisement?
Neither/indifference	0	0	0	1	0	1	1	1	0	1	1	1	1	0	0	1	0	1	0	1	0	1	1	0	1
Negative	1	1	0	0	1	0	0	0	0	0	0	0	1	1	0	0	1	0	0	0	0	0	0	0	0
Disgust	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Delight (positive)	1	0	0	0	0	0	0	1	1	0	0	0	0	0	0	0	1	1	1	0	1	0	0	0	0
Irritation	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Interest	0	0	0	0	1	1	0	0	0	0	0	0	1	0	1	1	0	0	1	0	1	0	1	1	0
Derision (negative)	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0
Movies
Apple
Product; like N - 0; Y - 1	1	1	0	1	1	1	1	1	1	0	1	1	1	1	1	0	0	1	1	1	0	0	0	0	1
Impression
Bright, colours and gamma	0	0	0	0	0	1	1	0	0	0	0	1	0	1	1	0	0	0	0	0	0	0	0	1	1
Pleasant emotions	0	0	0	0	1	0	1	0	0	0	0	0	1	0	1	0	0	0	1	0	0	0	0	0	1
Music	0	0	1	0	0	0	0	1	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0
Production	1	0	0	0	1	1	1	1	1	0	1	1	1	1	1	1	0	1	1	0	0	0	1	0	1
Beautiful	0	0	0	0	0	1	0	0	1	0	0	1	0	1	1	1	0	1	1	0	0	0	1	0	1
Foreshortening	1	0	0	0	0	1	1	1	0	0	0	1	1	0	0	0	0	0	0	0	0	0	1	0	1
Dynamic	1	1	0	0	1	1	1	1	1	0	1	1	0	0	0	0	0	0	0	0	1	0	0	0	1
Functionality of a product/demonstrative	1	1	1	1	1	1	0	1	0	0	1	1	0	0	1	0	1	0	0	1	1	0	1	1	1
Mood	1	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Negative emotions	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Unobtrusive	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Animal	0	0	0	0	0	1	0	0	0	0	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0
Too long	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	1	0	1	0	0
Indifferent	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0
Intrusive	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0
Story; like N - 0; Y - 1	1	1	1	1	0	1	1	0	0	1	1	1	1	0	1	1	0	1	0	0	0	0	1	0	1
Impression
Story/Plot	1	1	0	0	0	0	0	0	0	0	0	0	1	0	0	1	1	0	0	0	0	0	0	0	0
Connection	0	1	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Bright	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0
Pleasant emotions	1	0	0	0	0	1	1	0	0	0	1	0	1	0	0	0	0	0	0	0	0	0	1	0	1
Relaxing	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0
Strong emotions	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Phylosophy/Ideology	0	0	0	0	0	0	1	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Music	0	1	0	1	0	1	0	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0
Production	0	0	1	1	0	1	1	0	0	0	1	1	0	0	1	0	0	1	1	0	0	0	0	0	0
Characters	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	1	0	0	0	0	0	0	1	0	1
Feel the mood	1	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Relevance	1	0	1	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0
Usefulness/informative	0	0	1	0	1	0	1	0	0	0	0	1	0	0	0	0	1	0	0	1	1	0	1	0	0
Foreshortening	0	0	0	1	0	1	0	0	0	0	1	1	0	0	0	0	0	0	0	0	0	0	0	0	0
Inifferent	0	0	0	0	1	0	0	1	1	0	0	0	0	0	0	0	0	0	1	0	1	1	0	1	0
Unobtrusiveness	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0
Boredom	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0
Functionality of a product	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	1	0	0	1	1	0	1	0	0
Wonder	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0
H&M
Product; like N - 0; Y - 1	0	0	1	0	0	0	1	1	0	0	0	0	0	1	0	1	0	0	0	1	1	0	0	0	0
Impression
Bright, colours and gamma	1	0	0	0	0	0	0	0	0	0	0	0	1	0	1	0	0	0	0	0	1	0	0	0	0
Pleasant emotions	1	0	1	0	0	0	0	1	0	0	0	0	0	0	0	1	0	0	0	1	1	0	1	0	0
Music/sounds	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0
Production	0	0	1	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0
Beautiful	1	0	1	0	0	1	1	1	0	0	1	0	0	1	1	1	0	0	1	1	1	0	1	0	0
Foreshortening	0	0	1	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0
Indifferent	0	0	1	0	1	1	1	0	1	1	0	0	1	0	0	0	1	1	0	0	0	1	1	1	1
Characters	0	0	0	0	0	0	0	0	0	0	0	0	1	1	0	0	0	0	0	1	0	0	0	0	0
Idea	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0
Story; like N - 0; Y - 1	1	0	0	1	1	0	1	1	0	0	1	1	1	1	1	0	0	0	1	0	0	0	0	0	0
Impression
Story/Plot	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0
Connection	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Bright, colours and gamma	0	0	0	0	1	0	0	0	0	0	0	0	1	1	1	0	0	0	0	0	0	0	0	0	0
Pleasant emotions	1	0	0	1	1	0	0	1	0	0	0	0	0	0	1	0	0	0	1	0	1	0	0	0	0
Relaxing	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Strong emotions	1	0	0	0	0	0	0	0	1	0	1	0	0	0	0	0	0	0	1	0	0	0	0	0	0
Phylosophy/Ideology	1	0	0	1	0	1	1	0	1	0	1	1	1	1	1	1	1	0	0	0	1	0	0	0	0
Music	0	0	0	1	0	0	0	0	0	1	0	1	1	0	0	0	0	0	0	1	1	0	0	0	0
Production	1	0	0	1	1	0	1	0	0	0	1	1	0	0	1	0	0	0	0	0	1	0	0	0	0
Characters	1	0	0	0	1	1	0	1	0	0	0	1	1	0	0	0	0	0	0	0	0	0	0	0	0
Feel the mood	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0
Interest	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Beautiful	1	0	1	1	1	1	1	1	0	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0	0
Foreshortening	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0
Indifferent	0	1	1	0	0	1	0	0	1	1	0	0	0	0	0	0	0	1	0	0	0	1	0	1	1
Too long	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0
Irritation, disturbance	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0
IKEA
Product; like N - 0; Y - 1	1	1	1	1	1	1	1	1	1	0	1	1	0	1	1	0	0	1	0	1	0	0	0	0	1
Impression
Pleasant emotions	0	1	0	0	0	0	0	0	1	0	1	0	0	0	0	0	0	1	0	0	0	0	1	0	1
Music/sounds	1	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0
Production	0	0	1	1	0	0	0	0	1	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0
Beautiful	0	1	1	0	0	1	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Colours and gamma/bright	0	1	0	0	0	1	0	0	0	0	1	0	0	1	0	0	0	0	0	0	1	0	0	0	0
Dynamic	0	0	0	0	0	1	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Functionality of a product	1	0	1	1	1	1	1	1	1	0	0	1	0	1	1	0	1	0	0	1	1	0	1	0	1
Animation	1	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Relevance	0	0	1	0	1	0	1	1	1	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	1
Usefulness	0	0	1	0	1	0	1	1	1	0	0	1	0	1	1	0	0	0	0	1	0	0	1	0	1
Boredom	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	1	0	0	1	0	0	1	1	1	0
Story; like N - 0; Y - 1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	0	1	1	1
Impression
Story/Plot	0	0	1	1	1	1	1	0	1	0	0	0	1	1	1	1	1	0	0	1	1	0	1	0	1
Connection	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1
Bright	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Pleasant emotions	0	1	1	1	0	1	0	1	0	1	0	1	0	1	0	1	1	1	0	1	1	0	1	1	0
Relaxing	0	1	0	0	0	1	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Breaks into tears	1	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0
Ideology	0	1	1	1	1	1	1	1	1	1	1	1	0	0	1	0	0	0	0	1	0	0	1	0	1
Music	1	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0
Production	1	0	1	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0
Characters	1	0	0	0	0	0	0	1	0	0	0	0	1	0	1	0	1	0	0	0	0	0	0	0	1
Strong emotions	1	0	1	1	1	1	1	1	1	1	1	0	1	0	0	0	1	0	1	0	0	0	0	0	1
Feel the mood/atmosphere	1	0	0	0	0	0	1	0	0	1	0	1	1	1	1	0	1	0	0	1	0	0	0	0	1
Relevance	0	0	1	1	1	1	1	0	1	0	0	1	1	0	0	0	1	0	0	0	0	0	0	0	1
Foreshortening	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Indifferent	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0
ZARA
Product; like N - 0; Y - 1	1	0	1	1	1	0	1	1	1	0	1	0	1	1	1	0	0	0	1	0	0	0	0	0	0
Impression
Bright	0	0	0	0	0	0	1	0	0	0	0	0	1	1	0	0	0	1	1	0	0	0	0	0	0
Pleasant emotions	0	1	1	0	1	0	0	0	1	0	1	0	0	0	0	0	0	0	1	0	0	0	0	0	0
Music	1	0	1	1	0	1	0	1	0	0	0	0	1	0	0	0	0	1	0	0	0	0	0	0	0
Production	1	1	1	1	1	0	1	1	1	0	1	0	1	1	0	0	0	0	1	0	0	0	0	0	0
Aesthetics/Beautiful models	1	1	1	1	1	0	1	1	1	0	1	0	1	1	1	0	0	1	1	0	0	0	1	0	0
Foreshortening	1	0	0	1	0	0	1	0	1	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0
Colours and gamma	1	0	0	1	1	0	1	0	1	0	1	0	1	0	1	0	0	0	1	0	0	0	0	0	0
Dynamic	0	0	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Design/style	0	0	0	0	1	0	0	1	1	0	1	0	0	1	0	0	0	0	0	0	1	0	0	0	0
Excess of pathos	0	0	0	0	0	1	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0
Indifferent	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	1	1	1	1
Too long	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	1	0	0
Story; like N - 0; Y - 1	1	1	0	0	0	1	1	1	0	0	1	1	1	1	1	1	0	0	0	0	0	0	1	1	1
Impression
Story/Plot	1	0	0	0	0	0	0	1	0	0	0	0	1	1	0	0	0	0	0	0	0	0	1	0	1
Connection	0	0	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0
Bright	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	1	0	0	1	0	0	0	0
Pleasant emotions	0	1	0	0	0	1	0	0	0	0	0	0	0	1	0	1	0	0	0	0	0	0	1	1	0
Phylosophy/Ideology	0	0	0	0	1	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	1	0	0
Music	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	1	0	0	0	0	0	0	0
Production	0	1	0	0	0	1	0	1	0	0	0	0	0	0	0	1	0	0	0	0	1	0	0	0	0
Characters	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1
Feel the mood/relaxing	0	0	0	0	0	1	0	0	0	0	1	0	1	0	0	0	0	0	0	0	0	0	1	0	0
Excess consumption	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Informative	0	0	0	0	0	0	0	0	0	0	0	1	1	1	1	0	0	0	1	0	0	0	0	1	0
Relevance	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0
Product	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	1	0
Indifferent	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	1	0	0	0
Nike; like N - 0; Y - 1	1	1	1	1	1	0	1	0	1	1	1	1	1	1	1	1	0	1	1	0	1	0	1	1	1
Impression
Story/Plot	0	1	0	0	0	0	1	0	0	0	0	1	1	1	0	0	0	1	1	0	0	0	0	0	1
Connection	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Bright	0	0	0	0	0	0	0	0	0		0	0	0	0	0	0	0	0	0	0	0	0	0	0	1
Pleasant emotions	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	1	0	1	0	1
Strong emotions	1	0	1	1	0	0	1	0	0	1	1	0	0	1	0	0	0	0	1	0	0	0	0	0	0
Breaks into tears	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0
Phylosophy/Ideology	1	1	1	0	0	1	1	0	0	1	1	1	1	1	1	1	1	0	0	1	1	0	0	0	1
Music	1	0	0	1	1	1	0	0	1	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0
Production	0	0	1	0	0	0	1	0	0	0	1	1	0	0	0	0	0	0	0	0	1	0	0	0	1
Characters	1	0	1	1	1	1	0	1	1	0	0	0	0	1	0	1	1	0	0	0	0	0	0	0	1
Feel the mood	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Excess of pathos	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Deliberate	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Unobtrusive	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Motivation	0	0	0	0	0	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Interest	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0
Indifferent	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0
Intrusive	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0
Adidas; like N - 0; Y - 1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	0	0	1	1	1
Impression
Strong emotions	1	0	1	1	1	1	1	1	1	1	1	1	1	1	0	1	0	0	1	0	0	0	1	0	1
Breaks into tears	1	0	1	1	1	0	1	1	0	0	1	0	0	0	0	1	0	0	1	0	0	0	1	0	1
Phylosophy/Ideology	1	1	1	1	1	1	1	1	0	1	1	1	1	1	1	1	1	0	0	0	0	0	1	0	1
Music	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Production	1	1	0	0	0	0	0	0	0	0	0	1	0	0	1	0	0	0	0	1	0	0	0	0	0
Characters	1	1	1	0	1	1	0	1	0	0	0	0	1	1	0	0	1	0	0	1	0	0	1	1	0
Feel the mood	1	1	0	1	0	1	0	0	0	0	0	0	0	0	0	1	0	0	1	0	0	0	1	0	0
Story/Plot	0	1	0	0	0	0	0	0	0	0	0	1	1	0	0	0	0	1	0	0	0	0	1	1	0
Connection	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	1	0	0	0	0	0	0	1	0	0
Bright	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0
Pleasant emotions	0	0	0	1	0	0	0	0	0	0	0	1	1	0	0	0	1	0	0	1	0	0	0	0	0
Genuine	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Nostalgy	0	0	1	1	0	1	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Relevance	0	0	1	0	0	1	1	0	0	0	0	0	0	0	1	1	0	0	0	0	0	0	0	0	0
Motivation	0	0	0	1	0	0	0	0	0	1	0	0	0	1	1	0	0	0	0	0	0	0	1	0	0
Product	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0
Interest	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0
Perplexity	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0
Indifferent	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0
Amstel; like N - 0; Y - 1	1	1	1	1	0	1	0	0	1	1	0	0	1	1	1	0	1	1	1	1	1	0	0	1	1
Impression
Story/plot	1	0	0	0	1	1	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0
Humor, funny	1	1	1	1	0	1	0	1	1	1	0	0	1	1	1	0	1	1	1	0	0	0	0	1	1
Relaxing	1	1	0	1	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1
Connection	1	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Pleasant emotions	0	0	1	0	0	1	0	0	0	1	0	0	1	1	0	0	0	0	0	1	1	0	0	0	0
Phylosophy/Ideology	0	0	1	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0
Music	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0
Production	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0
Characters	0	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	1	0	1	0	0	0	0	0	0
Feel the mood/anticipation/soulfulness	0	0	1	0	0	1	0	0	0	1	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0
Indifferent	0	0	0	0	0	0	1	0	0	0	1	1	0	0	0	0	0	0	0	0	0	1	1	0	0
Confusion	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0
Budweiser; like N - 0; Y - 1	1	1	1	1	1	1	1	1	0	0	1	0	1	1	1	1	1	1	1	0	0	1	1	1	0
Impression
Story/Plot	1	0	0	1	1	0	1	0	0	0	0	0	1	1	1	1	1	0	1	0	0	0	1	1	1
No connection	1	1	1	1	0	1	0	0	1	0	0	1	1	0	0	0	1	0	1	1	1	0	1	0	1
Bright	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0
Pleasant emotions	1	1	1	1	0	0	0	0	0	0	0	0	1	1	0	0	0	1	0	0	0	0	0	1	0
Strong emotions	0	0	0	1	1	1	1	1	0	0	1	0	0	0	1	1	1	0	0	0	0	0	0	0	0
Breaks into tears	0	0	0	0	0	1	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Phylosophy/Ideology	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	1	0	0	0
Music	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Characters	0	0	0	0	0	1	0	0	0	0	0	0	0	1	1	1	1	0	0	0	0	0	1	1	0
Feel the mood/touching/kind	0	0	1	1	1	1	1	1	0	0	0	0	1	1	1	1	1	0	0	0	0	0	1	1	0
Cute animals	1	1	1	1	1	1	1	1	0	0	1	1	1	1	1	1	1	0	0	0	0	1	1	1	0
Confusion	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	1	0	0	0	0
Indifferent	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	1	0	0	0	1
RQ3: What factors may affect respondents' specific types of emotions and feelings?
Which advertisements do you most remember? Why?
Apple product	0	0	0	0	1	1	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0
Apple story	0	0	1	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	1	0	0
H&M story	1	0	0	0	0	0	0	0	0	0	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0
H&M product	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0
IKEA story	1	1	0	0	0	1	0	0	1	0	0	1	1	1	1	0	1	1	0	1	0	0	0	1	1
IKEA product	0	0	1	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1
Zara story	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0
Zara product	0	0	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0
Nike	0	0	0	1	0	0	0	0	0	1	0	0	0	0	0	0	0	1	1	1	1	0	1	0	1
Adidas	1	0	1	1	1	1	0	1	1	1	1	1	1	1	1	1	0	1	1	1	0	0	1	0	1
Amstel	0	1	0	0	0	0	0	0	1	1	0	0	0	1	0	0	1	1	0	1	1	0	0	0	0
Budweiser	1	1	1	1	1	1	1	1	0	0	1	0	0	0	0	1	0	0	0	0	0	1	0	1	0
Why?
Animals	1	0	1	1	1	1	1	1	0	0	1	0	0	0	0	0	0	0	0	0	0	1	0	1	0
Story	1	0	1	1	1	1	0	0	1	1	0	0	1	0	0	0	0	1	0	1	0	1	0	1	0
Production	1	0	0	0	1	1	0	0	1	0	0	1	1	0	0	0	0	1	1	1	1	0	0	0	0
Same experience	1	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0
Style	1	0	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0
Philosophy/ Meaning	1	1	0	1	0	1	0	0	0	1	1	1	1	0	1	0	0	1	1	0	1	1	1	0	0
Brightness	1	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Response	1	0	0	0	1	1	0	0	1	1	0	0	1	0	0	1	1	1	1	1	0	0	0	0	1
Charactes	1	0	1	1	1	0	0	0	0	0	0	0	1	0	0	0	1	1	0	1	0	0	0	1	0
Atmosphere, kind, cozy	1	0	0	1	0	0	0	1	0	1	0	1	0	1	0	0	0	0	1	0	1	0	0	1	0
Overall impression	0	1	0	0	0	1	1	1	1	1	0	1	0	0	0	0	0	1	0	0	0	0	0	0	0
Humor	0	1	0	0	0	0	0	0	0	1	0	0	0	1	0	0	0	1	0	1	0	0	0	0	0
Usefulness/Product	0	0	1	1	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	1	1	1
Music	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	1	1	0	1	0	0	0	0
Diversity	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0
Motivation	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	1	0	0	0	0	0	0	0
What emotions did they evoke in you?
Neither	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0
Positive	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	0	1	1	1	1
Inspiration	0	0	0	1	0	0	1	0	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0	1
Motivation	0	0	0	1	0	0	0	0	0	1	0	0	1	0	0	0	1	1	0	0	0	0	1	0	1
Uplifting/Delight	1	1	0	1	0	0	1	1	0	1	0	0	1	1	0	0	0	1	0	1	0	0	1	0	0
Understanding	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	1	0	1
Trust	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0
Catches/Responds inside	0	0	0	0	0	1	1	1	1	0	1	0	1	0	1	1	0	1	1	1	0	0	1	0	1
Affection	1	0	0	1	1	0	1	1	0	0	1	0	1	0	1	0	0	1	0	0	0	1	0	1	1
Sadness	1	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Proximity to life	1	0	0	0	0	0	0	0	0	0	0	0	1	0	0	1	0	0	0	0	0	0	0	0	1
Excitment/enjoyment	1	0	0	1	1	1	0	0	0	0	0	1	1	0	0	0	0	1	0	0	0	0	0	0	0
Interest	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0
Compassion	0	0	1	0	1	1	1	1	1	0	1	0	1	0	1	0	0	0	1	0	0	0	0	0	0
Empathy	0	0	1	0	1	1	1	1	1	0	1	0	1	0	1	1	0	0	1	0	0	0	1	0	0
Perplexity	0	0	1	0	1	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Cosiness	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0
Proud	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0
How do you like the characters in the ads?
Neither	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	1	0	0
Liked	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1	0	1	1	1	1
Disliked	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Why?
Beautiful	1	0	0	0	1	0	0	0	0	0	0	0	1	1	0	1	0	1	0	0	0	0	0	0	1
Bright	1	0	0	0	0	0	0	0	0	0	0	0	1	1	0	0	1	0	0	0	0	0	0	0	0
Ordinary	1	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	1	0	1	0	0
Cute	1	0	1	0	1	0	1	0	0	0	0	0	0	0	0	1	0	0	0	0	0	1	0	1	0
Strength	1	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	1	1	1	1	0	0	1	0	1
Spirit	1	0	0	1	1	0	0	0	0	0	0	1	1	0	0	0	1	1	0	0	0	0	1	0	1
Fitting	0	0	0	0	0	0	0	1	1	0	1	0	0	0	1	0	0	0	0	0	0	0	0	0	0
Indifferent	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0
What do you feel about the characters?
Nothing	0	1	1	0	0	0	0	0	1	1	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0
Inspiration/Motivation	1	0	0	1	1	0	0	0	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0	0	1
Uplifting	1	0	0	1	0	0	0	0	0	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0
Understanding	1	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	1	1	1	1	0	0	0	1	1
Trust	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0
Catches/Responds inside	1	0	0	1	1	1	0	0	0	0	0	1	1	0	0	1	0	1	1	0	0	0	0	0	0
Affection	0	0	1	1	1	1	1	0	0	0	0	0	1	1	1	0	1	1	1	1	0	1	1	1	1
Compassion	0	0	0	0	1	1	1	0	0	0	1	0	1	0	0	1	1	0	0	0	0	0	0	0	0
What would you like to do after watching?
Nothing	0	1	1	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	1	1	1	1	1	0	0
Thinking	1	0	0	0	0	0	0	0	0	0	1	0	0	0	1	0	0	1	0	0	0	0	0	0	0
Drawing	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Sport	0	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Sing	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Visit store/see the goods	1	0	0	0	0	1	1	0	0	0	0	0	0	1	0	0	1	0	0	0	0	0	0	1	0
Buy goods	0	0	0	0	0	1	1	0	0	1	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0
Work	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Proove smth/break the rules	0	0	0	0	0	0	0	0	0	1	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0
Like the video	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0
Drink beer with friends	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	1	0	1	0	0	0	0	0	0	0
Call mom	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0
Go for a walk	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1
Has your opinion on brands changed? (N - 0; Y - 1)	0	0	0	0	0	0	1	0	0	0	1	0	1	0	0	0	0	1	0	1	1	0	1	1	0
How?
Reminded of themselves	1	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Something new	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	1	0	1	1	0
Great ads' quality	1	0	0	0	0	0	0	1	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Interest ot a products	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	1	0
Better opinion	0	0	0	0	0	0	1	0	0	0	1	0	1	0	0	0	0	1	0	1	1	0	1	0	0
RQ4: What are the triggers and motivators behind respondents' decisions of buying product after watching an advertising?
How do you like the products presented in advertisements?
Apple	1	1	0	0	0	1	0	1	0	0	0	1	1	0	0	0	0	0	0	0	0	0	0	0	0
Ikea	0	1	0	1	0	0	0	1	0	0	0	1	0	0	0	0	1	0	0	1	0	0	0	0	0
H&M	1	0	0	0	0	0	0	0	0	1	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0
Zara	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0
Beer Amstel/Budweiser	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0
Nike Adidas	0	0	0	0	0	0	0	0	0	0	0	1	0	0	0	0	0	0	0	0	0	0	0	0	0
Almost all	0	0	0	0	1	0	1	0	1	0	1	0	0	1	1	0	0	1	0	0	0	0	0	1	0
Nothing	0	0	0	0	0	0	0	0	0	0	0	0

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