Thesis
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Results 97<br />
Red Bull (control group) Carl (experiment group) Red Bull (experiment group)<br />
Charming<br />
Strong<br />
Honest<br />
9.00<br />
8.00<br />
7.00<br />
6.00<br />
5.00<br />
4.00<br />
3.00<br />
2.00<br />
1.00<br />
0.00<br />
Daring<br />
Reliable<br />
Responsible<br />
Glamorous<br />
Imaginative<br />
Tough<br />
Fig. 37 Transfer of personality traits (Red Bull)<br />
Source: experiment 2, 2015, n = 55<br />
Genuine<br />
The experiment group seems to align its perception of the personality of Starbucks<br />
with that of the character on 6 out of 10 personality traits, see figure 38. On 2 out of<br />
10 personality traits, the experiment group gave scores which are less aligned with<br />
the character than the scores of the control group. By order of importance, the personality<br />
traits glamorous, charming and honest were rated as the most descriptive<br />
for the character. Glamorous, which received the highest rating in terms of descriptive<br />
power of a personality trait, seemed also successful in transmitting this trait<br />
onto the brand. The trait charming experienced a similar alignment whereas the<br />
trait honest became less descriptive when compared to the control group. It is noteworthy<br />
that Starbucks is known to have appeared multiple times in the series Sex<br />
and the City (Ferrier, 2014), which might contribute to higher levels of association<br />
of personality traits due to previous exposure.
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