The 80 brands were taken from the internet, and specifically, one fourth was taken from foreigner markets to serve as forced unknown brands. In order to have aproximately the same weight on each of the three groups left, pre-tests were made on two other subjects. All slides were presented using Eprime 2.0 software (www.pstnet.com), during 6-s on a computer monitor. Stimulus presentation and responses were synchronized, by sending a trigger to the amplifier.
After the experience, subjects completed a Likert 5-point questionnaire of the same logos. Note that the responses in the experience that didn‘t match those given on the Likert test were excluded from the following analysis