A within-participants experimental design was used with all of the participants undertaking all of the experimental trials (trial order was a between-participants factor). The dependent variable was the orientation (in degrees) in which the participants preferred to see the stimulus on the package ground-image. The initial orientation of the stimulus was selected randomly for each participant in order to avoid any kind of anchoring effect (which could have biased the results). also asked participants if they were familiar with the wine brand.