Respondent's willingness to donate at the campaign end
1 = I am very sure not to donate
10 = I am very sure to donate

Respondent's exposure to the campaign
1 = No exposure
10 = Maximum exposure

Respondent remembers the campaign?
0 = Does not recognize the campaign
1 = Recognizes the campaign

Celebrity endorsing the campaign
0 = Nobody
1 = George Clooney
2 = Angelina Jolie

0 = Male
1 = Female