Same

CODING INSTRUCTIONS: Please code the thoughts by placing a 1 if the thought matches the description below. Place a 1 against attribute related thoughts or 1 against relational thoughts or 1 against 'other' thought

Attribute-related thoughts : attribute-related thoughts (e.g., Hershey’s brownie mix by Oreo is tasty or Hershey’s brownie mix by Oreo has high calories). These thoughts are explicitly about taste, or health or specific attributes of the product itself.

Relational thoughts

consumers are likely to evaluate different types of relational links between the two brands such as similarity of users, plausibility of relationships based on time and place, or commonalities based on usage-situation or functional overlap.

(e.g., Hershey’s and Oreo brownies are delicious after dinner) or thoughts about usage occasion

(e.g., I might use this [Hershey’s brownie mix by Oreo] for a special occasion or gift; I would take this [Hershey’s brownie mix by Healthy Choice] instead of a meal), or

other relational thoughts (e.g., I would not use this [Hershey’s brownie mix by Healthy Choice] on a daily basis).

RELATIONAL THOUGHTS CODING (we need to see if the thoughts reflect these types of ideas. Participants stating that they can see how to two products are related, or different ways in which the products can be used etc).

“It makes sense to have Nestle Deluxe [or Nestle Lite] as a partner for the new Via by Nestle Deluxe [or Nestle Lite] brand”,

“It was easy to see how VIA and Nestle Deluxe [or Nestle Lite] are related in many ways”,

“I was able to come up with different ways in which the VIA by Nestle Deluxe [or Nestle Lite] can be used.”