The survey dealt with the respondents’ favorite brands and any changes in their consumer behavior
towards those brands after significant negative corporate news for the company that produces the brand
was introduced. Students were asked to identify their favorite brands over a range of product categories –
clothing, shampoo and personal electronics. A scenario was then introduced that highlighted significant
negative corporate news for the product manufacturer of those favorite brands. Students were then asked
a series of questions to determine their perceptions of the favorite brands and consumer behavior
reactions towards those favorite brands if the company that produced their favorite brands was the firm
that the negative corporate news was the focus of.