1. How old are you?^*

2. How do you describe yourself?^*

3. What best describes your employment status over the last three months?^*

4. What is your current marital status?^*

5. What is the highest level of education you have completed?^*

6. What was your total household income before taxes during the past 12 months?^*

Please name a popular fashion brand that you believe is commonly shopped by people in your age group.^*

Imagine you are shopping at the brand you mentioned, and you see a collection of products prominently advertised as "Available in all major stores nationwide." The display features signs that emphasize: "Mass-produced design – widely loved and accessible to everyone." Each item is shown in various colors and styles to appeal to a broad audience, and the tagline highlights its popularity and widespread ownership. Choosing this product means you are selecting something familiar and widely recognized, ensuring compatibility with the tastes of the majority.

1. It seems that the brand in the scenario you just read strives to distinguish itself and its product from the mainstream brand.
^*

2. After reading the scenario above, I would be more likely to purchase in brand .^*

Imagine you are considering buying a ball cap. The luxury fashion brand Louis Vuitton is planning to include the cap shown in the image as part of its upcoming collection. Take a moment to envision yourself making this purchase.

1. After viewing the image of the ball cap from the luxury brand X, please indicate your level of agreement with the following statements.^*

1. After viewing the image of the ball cap from the luxury brand X, what are your views about following questions?^*

1. To what extent do you consider the luxury brand X to be cool?^*

2. To what extent do you believe that other people consider the luxury brand X to be cool?^*

3. To what extent do you expect the luxury brand X’s coolness to change in future?^*

1. After viewing the image of the ball cap from the luxury brand X , what are your views about following questions?^*

1-1. After viewing the image of the ball cap from the luxury brand X , what are your views about following questions?^*

1-2. After viewing the image of the ball cap from the luxury brand X , what are your views about following questions?^*

2. After viewing the image of the ball cap from the luxury brand X , what are your views about following questions?^*

2-1. My interest in this brand hs decreased.^*

2-2. I would like you to select somewhat disagree for this statement.^*

2-3. I am interested in this brand.^*

3. After viewing the image of the ball cap from the luxury brand X , what are your views about following questions?

3-1. It is very likely that I will buy this brand.^*

3-2. I will purchase this brand the next time I am shopping for luxury.^*

3-3. I will definithely try this brand.^*

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