Consent Form

This study involves a web-based survey designed to understand how perceives a favorite brand and relationship with same. The study is being conducted by Diksha Rohra of S.J.M School of Management ( of Indian Institute of Technology Bombay, India (, and it has been approved by the Research progress committee ( No deception is involved, and the study involves no more than minimal risk to participants (i.e., the level of risk encountered in daily life).

Anybody can attempt this survey (provided you have a Favorite Brand) Participation in the study typically takes 10 minutes and is strictly anonymous. Participants begin by answering a series of questions about their favorite brand. One can fill question multiple times provided he has different brands in mind.

All responses are treated as confidential, and in no case will responses from individual participants be identified. Rather, all data will be pooled and published in aggregate form only. Participants should be aware, however, that the survey is not being run from a "secure" https server of the kind typically used to handle credit card transactions, so there is a small possibility that responses could be viewed by unauthorized third parties (e.g., computer hackers).

Many individuals find participation in this study enjoyable, and no adverse reactions have been reported thus far. Participation is voluntary, refusal to take part in the study involves no penalty or loss of benefits.

If participants have further questions about this study or their rights, or if they wish to lodge a complaint or concern, they may contact, Diksha Rohra at ( +91-22-2576-4785, or her supervisor Professor Dinesh Sharma ( at +91-22-2576-7781, or the School of Management (IIT Bombay), at +91-22-2576-7782.