Subject Brand Category

Factor

Questionnaire Items

Food

Differentiation from Others

Self-expression

QFOOD-1

I can express my self-image or emotions by giving someone X as a gift.

Sense of Superiority

QFOOD-2

I can enhance my worth by giving someone X as a gift.

Anticonformity

QFOOD-3

X isn’t something that just anyone can buy as a gift.

Conformity to Group Norms

Popularity

QFOOD-4

X is something that many people are dying to have.

QFOOD-5

X is a popular brand right now.

Avoiding Deviation from the Norm

QFOOD-6

If I give someone a(n) X as a gift, few people will think I am a nonconformist.

Avoiding Cognitive Dissonance

QFOOD-7

X is well known so I have very few worries after I make the purchase as a gift.

QFOOD-8

I’d rather buy a(n) X as a gift than buy something cheap and let the person down.

QFOOD-9

If I buy a(n) X as a gift, I probably won’t regret it.

Quality Evaluation

QFOOD-10

X has a quality that is worth the price.

QFOOD-11

X is much more than being well known. It’s a quality brand.

QFOOD-12

X has its own distinct characteristics.

Car

Differentiation from Others

Self-expression

QCAR-1

I can express my self-image or emotions by driving a(n) X.

Sense of Superiority

QCAR-2

I can enhance my worth by driving a(n) X.

Anticonformity

QCAR-3

X isn’t something that just anyone can buy.

Conformity to Group Norms

Popularity

QCAR-4

X is something that many people are dying to have.

QCAR-5

X is a popular brand right now.

Avoiding Deviation from the Norm

QCAR-6

If I drive a(n) X, few people will think I am a nonconformist.

Avoiding Cognitive Dissonance

QCAR-7

X is well known so I have very few worries after I make the purchase.

QCAR-8

I’d rather buy X than buy a cheap car and feeling disappointed.

QCAR-9

If I buy a(n) X, I probably won’t regret it.

Quality Evaluation

QCAR-10

X offers a high performance that is worth the price.

QCAR-11

X is much more than being well known. It offers great performance.

QCAR-12

X has its own distinct capabilities.