| 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. | |||