2.1.3. Design and procedure
A within-participants experimental design was used with all of the participants undertaking all of the experimental trials (trial order was a between-participants factor). The dependent variable was the orientation (in degrees) in which the participants pre-ferred to see the stimulus on the package ground-image. The initial orientation of the stimulus was selected randomly for each partic-ipant in order to avoid any kind of anchoring effect (which could have biased the results). We also asked participants if they were familiar with the wine brand.