Title of study: The Big 5 Personalities and their Tolerance to Brand Scandals

What is the purpose of the study?

To explore the relationship between Big 5 personality traits and a consumer’s tolerance to brand scandal.

Why have I been invited to take part?

You have been invited to take part because your opinion is of value to this study and could contribute to a better understanding of how consumers react to brand scandal and if certain personalities are more tolerant of brand scandals.

Do I have to take part?

No. Your participation in the study is voluntary. Your anonymity will be kept throughout this study and your data will not be identifiable in the lab report write up. You have the right to withdraw your data and your consent up until the completion of the survey. Participants will be able to withdraw their data up to 3 weeks prior to the assignment deadline of May 22, 2019 without detriment.

What will I be required to do if I take part?

If you decide to take part in the study by giving consent you can still withdraw after completing the study and submitting your responses. You can withdraw your data from the study at any point up to 3 weeks prior to the assignment deadline of May 22, 2019 without detriment – no reasoning is necessary. You can withdraw before completing the study by closing your browser window. Please note that it will be impossible to identify your data as the study is being conducted anonymously. The survey you will be asked to complete will include questions that will assess your Big-5 personality traits including openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism. The second part of the survey you are being asked to complete will be assessing your tolerance to brand scandal.

What are the possible benefits and risks of taking part?

The possible outcomes of completing this study may include contributing to a lack of research on personality types and their association with tolerance of brand scandals. There are no inherent risks of taking part in this study. However, if you feel uncomfortable at any time you have the option to stop answering the questions and exit at any time.

Will my taking part be kept confidential?

Yes, it will. Your data will be anonymized by not recording any participant names. The data will be stored for 2 months in order to ensure it is not necessary to go back and revisit the data while the assignment is being graded. The raw data files will be destroyed after this period. The only individuals who will have access to the raw data is the researcher, Emily Super and the supervisor, Quan Nguyen.

What will happen to the results of the study?

The results of the study will be written up and reported in a lab report for a Quantitative Assignment. If participants wish to have access to the analysed results or findings they are welcome to get in touch with the researcher, Emily Super and request a summary of the study findings. The researcher’s details can be found below.