Canada: reaction to key words in ads among downwardly mobile 2012

This statistic shows the responses to a survey about key words used in advertising among those who are downwardly mobile in Canada as of December 2012. During the reported period, 67 percent of respondents stated that they reacted very favorably to the key word "free".

Reactions to key words used in advertising among downwardly mobile consumers in Canada as of December 2012

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Release date

December 2012



Survey time period

September 24th to November 21, 2012

Number of respondents

408 respondents

Special properties

Online interviews and survey

Supplementary notes

Question:How favourably or unfavourably do you react to the following words or phrases that are used commonly in advertising?
Downwardly Mobile With Debt represents those whose personal financial situation is somewhat worse/much worse than a year ago and who have more debt than savings, not including a mortgage
Very interested/not at all interested on a 1-9 scale, where 1 is not at all interested, and 9 is very interested
Base study n=1,600
Date of online focus group: September 24th to 26th, 2012
Date of online survey: November 6th to November 21st, 2012

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