Survey Samples for Studies 1 and 2
| Study 1: Consumer Survey (n = 1,640) | |||||
| Gender | % | Education | % | Annual Income | % |
| Female | 63.0 | High school | 34.7 | Under $25,000 | 39.1 |
| Male | 37.0 | Some college | 34.6 | $25,000–$39,999 | 23.9 |
| Age range | College degree | 30.6 | $40,000–$54,999 | 15.4 | |
| Under 30 | 32.9 | Customer type | $55,000 or over | 21.7 | |
| 30–49 | 44.1 | New customer | 46.7 | ||
| 50 or older | 23.0 | Returning customer | 53.3 | ||
| Study 2: Management Survey (n = 263 (241)) | |||||
| Gender | % | Status | % | % of Advertising Spend | % |
| Female | 69.5 | VP or CEO | 15.9 | No billboard spend | 13.8 |
| Male | 30.5 | Director | 63.6 | Under 5% | 18.4 |
| Age range | Other management | 20.5 | 5%–9% | 23.4 | |
| Under 30 | 4.4 | Media-buying activity | 10%–14% | 18.0 | |
| 30–39 | 24.7 | Under 10 years | 28.4 | 15%–19% | 10.0 |
| 40–49 | 35.6 | 10–19 years | 38.9 | 20% or more | 16.3 |
| 50 or older | 35.6 | 20 years or longer | 32.5 | ||