Canada: reaction to expensive product ads 2012, based on HHI

This statistic shows the responses to a survey about consumer interest in expensive product and service advertising in Canada as of December 2012, based on household income. During the reported period, 16 percent of those who belonged to a household with $100K or more stated that they felt ambitious when they saw an advertisement for an expensive product or service.

Reactions to expensive product or service advertising in Canada as of December 2012, based on HHI

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Release date

December 2012



Survey time period

September 24th to November 21, 2012

Number of respondents

HHI of 100K or more n= 265, HHI of <$100K n=1,219

Special properties

Online interviews and survey

Supplementary notes

Question: If you see an advertisement for an expensive product or service, like a vacation, home renovations, a car, or expensive versions of things, like food, alcohol or clothing, which of the following words express how you feel when you see the advertisement?
Multiple answers possible
HHI - Household income
For more reliable income analysis, an additional sample of 100 Canadians with a household income of $100K+ was collected. In most cases, the findings were reported based on the proportionate sample of 1500 Canadians with the oversample weighted back to proportionate representation based on age, gender, and region. The exception was the reporting on the responses of the <$100K vs. $100K+ in household income groups, which was based on unweighted data, in order to draw from the full oversample.
Date of online focus group: September 24th to 26th, 2012
Date of online survey: November 6th to November 21st, 2012

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