A study by Snyder and DeBono (1985) used students to investigate how high self-monitors and low self-monitors evaluated different types of advertisements. Their results appear in Table 2.1, in which there is a maximum score of 12. Higher scores indicate greater favourability towards image-oriented advertisements and lower scores indicate greater favourability towards product-quality-orientated advertisements. [Table 2.1] Table 2.1 | Product | Canadian Club whisky | Barclay cigarettes | Irish Mocha Mint coffee | |---------------------------|----------------------|--------------------|-------------------------| | Self-monitoring category | High | 6.84 | 5.00 | 7.40 | | | Low | 4.88 | 3.68 | 6.08 |