Brand Priming and Consumer Co-Creation Experiments on Amazon Mechanical Turk

Research data from three experimental studies on brand priming effects, comprising 492 total participants recruited via Amazon Mechanical Turk. The dataset supports a manuscript submitted to Customer Needs and Solutions and was approved by the Institutional Review Board at Georgia Southwestern State University. Data were uploaded to Harvard Dataverse by Irina Toteva to support transparency and replication.

Use Cases

• Replicate experimental findings on brand logo exposure effects based on the described between-subjects designs.
• Analyze the moderating role of productivity orientation on co-creation likelihood as mentioned in Study 1B.
• Compare brand personality associations for Netflix and Apple TV+ using the pretest data.
• Investigate the relationship between viewing intentions and co-creation likelihood under different brand prime conditions.

Strengths

• Data collection involved 492 total participants across three distinct studies.
• Includes a pretest and two controlled experiments with between-subjects designs.
• Explicitly states Institutional Review Board approval, indicating ethical oversight.
• Uploaded to support transparency, reproducibility, and replication of published findings.

Limitations

• Column-level documentation is absent; field semantics must be inferred after download.
• Row count per file is unknown, which may limit suitability assessment.
• Data may reflect sample bias inherent to the Amazon Mechanical Turk participant pool.

Provenance

Source

Irina Toteva via Harvard Dataverse.

Collection Method

Three-phase data collection via Amazon Mechanical Turk: a pretest and two between-subjects experiments.

Time Range

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Freshness

Last updated 2026-06-04 14:22:19; freshness should be verified.

Geography

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