Experimental Design Details
First, participants will be randomly assigned to one of three projective writing task conditions: close social distance to other members prime, close social distance to the brand prime, or control group. The writing prompts for all three conditions will be worded as follows:
Close Social Distance to Other Members Condition: “We are interested in what you think the most socially engaged NIKE fan is like. This is someone who feels extremely close to other NIKE FANS, and is a devoted participant in NIKE community activities. Please write a brief essay about: ‘A Day in the Life of the Most Social NIKE Fan, Taylor Jones’. Imagine that you are Taylor Jones, and describe in detail what makes you the most interactive NIKE fan. For example, you may wish to write about how Taylor Jones knows a lot of other NIKE fans, engages with others on NIKE's social media platforms, constantly communicates on NIKE's online forums, keeps up-to-date on all NIKE community events, organizes NIKE community activities, etc.” After writing this response, participants will also be asked to: "Please name 5 other members of the NIKE brand community who you feel close to (i.e., other NIKE fans or supporters), and describe your relationship with each of them."
Close Social Distance to the Brand Condition: “We are interested in what you think NIKE's number one fan is like. This is someone who feels extremely close to the NIKE BRAND, and is a devoted supporter of NIKE apparel and products. Please write a brief essay about: ‘A Day in the Life of the Ultimate NIKE Fan, Taylor Jones’. Imagine that you are Taylor Jones, and describe in detail what makes you the NIKE brand's greatest fan. For example, you may wish to write about how Taylor Jones knows the history of NIKE, often shops at NIKE stores, frequently browses NIKE's website, constantly wears NIKE apparel, keeps up-to-date on new NIKE products, watches all of NIKE's advertisements, etc.” After writing this response, participants will also be asked to: "Please name 5 things about the NIKE brand that you feel close to (i.e., Nike values or attributes), and describe your relationship with each of them."
Control Condition: “We are interested in what you think a general day in your life is like. This is a day that is extremely NORMAL, and all of the activities are consistent with your regular routine. Please write a brief essay about: ‘A Typical Day in My Life’. Imagine and describe in detail what happens during each part of your day to make it normal. For example, you may wish to write about how you wake up every morning at a certain time, what you do to get ready for your day, the different activities you normally do, the types of meals you eat, what you do with your free time, etc.” After writing this response, participants will also be asked to: "Please name 5 things that you did today (i.e., went to work or made dinner), and describe your relationship with each of them."
Next, participants will indicate their perceived social distance to both the brand and to other members of the brand community. Next, they will be randomly assigned to view one [of two] advertisement. The advertising messaging will be manipulated to reflect either a symbolic appeal highlighting more emotional aspects of the products (i.e., “Style. Comfort. Because life is passion. Nike Soul.”), or a utilitarian appeal highlighting more functional content related to the products (i.e., “Dri-fit. AeroReact. Because life is practical. Nike Speed.”). All other aspects of the advertisement—logo, picture, etc.—will be kept constant throughout all of the ads. Finally, participants will respond to a short battery of attitude, behavioral, and demographic questions.