INSTRUCTIONS
You will be shown three different pages of products on Amazon. As if actually shopping on Amazon, please select which item you would be most likely to purchase for each page.

  There is always the possibility of tampering from an outside source when using the internet for collecting information. While the confidentiality of your responses will be protected once the data are downloaded from the internet, there is always a possibility of hacking or other security breaches that could threaten the confidentiality of your responses. Please know that you are free to decide not to answer any question.

The purpose of this research project is to study how Amazon's sponsorship mechanism and product positioning influence consumer behavior, specifically clickthrough rates, across different product categories. By simulating an Amazon shopping environment, this study aims to understand how factors like being in the top position on a product page or being labeled as "Sponsored" affect consumer choices. This research is important because it provides insights into the effectiveness of sponsorship mechanisms in online retail, which can help advertisers and sellers better understand the dynamics of consumer decision-making. Understanding these effects can improve advertising practices and contribute to more transparent and effective marketing strategies, benefiting both consumers and businesses.

 

If you decide to participate in this research study, you will be asked to complete a brief online survey that takes approximately three minutes. During this survey, you will interact with a simulated Amazon product page for three different product categories: pencils, toothpaste, and paper towels. You will be asked to select the product that you are most likely to purchase from each category. After making your selections, you will answer a few questions to provide additional context for your choices, such as why you chose a specific product, your online shopping habits, and some demographic information (such as age and gender). Your responses will be collected anonymously and used only for research purposes to understand consumer behavior on online marketplaces.

 

Time required: 5-10 minutes

 

Potential risks: The risks involved in participating in this study are minimal. Since you will only be interacting with a simulated Amazon webpage and answering a short survey, there are no physical risks, and the psychological risks are very low. There are no sensitive questions included, and the survey is expected to be straightforward and non-intrusive. To ensure your privacy and safety, your responses will be collected anonymously, and no personally identifiable information (such as your name or IP address) will be recorded. The data collected will be used solely for research purposes, and only the researcher will have access to it. All information will be securely stored and permanently deleted once the study is complete. If you feel uncomfortable at any point, you are free to stop participating without any negative consequences. Your well-being is our priority throughout this process.

 

Benefits to you: By participating in this study, you will contribute to important research that aims to improve the understanding of how product placement and advertising labels impact consumer behavior in online shopping environments. Your participation helps generate insights that could ultimately improve the way products are presented to consumers, making online shopping more transparent and tailored to consumer preferences. Additionally, participating in this study may help you better understand your own decision-making process when shopping online, giving you insights into how factors like product placement and promotional labels might influence your purchasing choices.

 

Confidentiality: To ensure your confidentiality, your responses will be recorded without collecting any personally identifiable information. Instead of using real names, each participant will be assigned an identification code that is only known to the researcher. No names, photos, or other identifying information will be included in any reports or presentations related to this study. All data will be stored securely, and only the researcher will have access to it. The data will be used solely for the purposes of this research and will be permanently deleted once the study is completed. No photos or recognizable personal information will be included in any science fair displays, presentations, or published reports.

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If you have any questions about this study, feel free to contact:

Adult Sponsor: Denise Sarno

Email: dsarno@lbschools.net

 

Student Researcher: Mark Chang

Email: changfamilyus@gmail.com