First, respondents had not visited Hong Kong before, because previous visitors to Hong Kong would likely have preexisting images. Second, an approximately equal ratio of males to females was requested. Third, to help ensure that respondents had seen Hong Kong films from the past, just over one half (55 percent) were targeted to be in their 40s, and fewer (45 percent) were targeted to be in their 50s or older. The reasons why the proportion of those in their 40s was higher than those in their 50s was to reduce memory decay and to make it less likely that respondents had visited Hong Kong for other purposes. Fourth, the respondents were limited to those who had watched two or more films from a list of 30 films released in the 1990s and fifth, the respondents were required to know one or more of a list of 11 film stars from that era.