Caracterización de formaciones motivacionales complejas

3. ANÁLISIS, INTERPRETACIÓN DE LOS RESULTADOS

3.3. Caracterización de formaciones motivacionales complejas

Q18. Now, imagine that you just opened Facebook. You see a new post from the person you named above (your Facebook contact). Imagine that the following content has just come through from this person. First, please re-enter the name of your Facebook contact (the person you named earlier and answered questions about) in the space below. Then, click to see their post.

Q19. About the Facebook post you've just seen, how willing are you to hit the “like” button on this content? Please indicate your response using the 5-point scale, ranging from 1= Not likely at all to 5= Very likely.

Not likely at all (1) --- (2) --- (3) --- (4) --- (5) Very likely Q20. Also, how willing are you to “share” this content on your Facebook page? Please indicate your response using the 5-point scale, ranging from 1= Not likely at all to 5= Very likely. Not likely at all (1) --- (2) --- (3) --- (4) --- (5) Very likely Q21. How much would you like to respond to the message by commenting on this content? Please indicate your response using the 5-point scale, ranging from 1= Not likely at all to 5= Very likely.

Not likely at all (1) --- (2) --- (3) --- (4) --- (5) Very likely Q22. How much would you like to tag anyone on this content? Please indicate your response using the 5-point scale, ranging from 1= Not likely at all to 5= Very likely.

Not likely at all (1) --- (2) --- (3) --- (4) --- (5) Very likely Q23. About how many people would you want to tag in this content?

1) None 2) One

3) A few 4) A lot

Q24. Thinking about your Facebook contact, whom you named earlier, please indicate how close you feel with this person right now, using the scale below ranging from 1= Not close all to 7= extremely close.

Not close at all (1) --- (2) --- (3) --- (4) --- (5) --- (6) --- (7) Extremely close Q25. How would you describe this person on the following scales? Please indicate how you feel about the person using the nine scales below. (1=Strongly disagree, 5=Strongly agree)

(1) Strongly Disagree (2) Disagree (3) Neither (4) Agree (5) Strongly Agree I can count on this person.

This person is knowledgeable about the things he/she talks about.

This person’s advice is of great value. I can trust this person.

I like this person.

This person has a pleasant personality. This person thinks only of him/herself. I think this person is awful.

This person has strong ethics.

Q26. How do you feel about the brand in the post you just saw? Please indicate what you think using the three scales below. For example, from Negative to Positive, click the appropriate circle along the continuum that best represents how bad or good you feel about the brand.

(1) (2) (3) (4) (5)

Negative Positive

Bad Good

Unfavorable Favorable

Q27. How do you feel about the following statement? “I have high self-esteem.”

Instruction: We are almost done. Before we end the survey, we have several background questions that will be used for statistical purposes only.

Q28. Please indicate you gender? 1) Male

2) Female

3) Other/ Do not with to answer Q29. How old are you?

1) 18-25 2) 26-34 3) 35-44 4) 45-54 5) 55-64 6) 65 or over

Q30. What is the highest level of education you have completed? 1) Less than High School Sophomore

2) High School / GED 3) Some College

4) 2-year College Degree 5) 4-year College Degree 6) Master's Degree 7) Doctoral Degree

8) Professional Degree (JD, MD) Q31. Please indicate your occupation

1) Management, professional, and related 2) Service

3) Sales and office

4) Farming, fishing, and forestry

5) Construction, extraction, and maintenance 6) Production, transportation, and material moving 7) Government

8) Retired 9) Unemployed 10)Other

Thank you for your participation. We are done. These questions were intended to gather opinions that relate to Facebook use and brand information that might come through Facebook. If you have any questions or concerns about this survey or have feelings about the questions that you would like to ask about, please contact Hyosun Kim at [email protected] you have any concerns about how participants are being treated in this study, you may contact the UNC Institutional Review Board at 919-966-3113.

APPENDIX 4 STIMULI

Coca Cola