1、Executive SummaryCHEQ, Magna Unsafe n=1,5422.8X DeclineKey FindingsConsumer Feedbackthe brand in the future“I will stay away fromSafe ContentUnsafe ContentWillingness to Associate9 / In collaboration withKey FindingsConsumerspurchase intent is stifledWhen displayed alongside generally unsafe or bran
2、d / vertical averse content = Statistically significant difference between test and control at = 90% confidenceSafe n=818; Unsafe n=1,542Decline2XConsumer Feedbacklike that, its hard to think about buying a new car“After seeing a videoSafe ContentUnsafe ContentPurchase Intent10 / In collaboration wi
3、thKey Findings = Statistically significant difference between test and control at = 90% confidenceSafe n=818; Unsafe n=1,5424.5XDeclineConsumer Feedback“Its disturbing that they dont careConsumers are less likelyto feel that the brand cares about themWhen displayed alongside generally unsafe or brand / vertical averse contentSafe ContentUnsafe ContentBrand CaresAbout Me11 / In collaboration with
