Appendix

Basic Information Questions
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1.What is your gender?
A. Male
B. Female
C. Non-binary
D. Prefer not to say
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2.Which age group do you belong to?
A. Under 18 years old
B. 18-25 years old
C. 26-40 years old
D. Over 40 years old
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3.What is your main occupation?
A. Student
B. Enterprise employee
C. Freelancer / Self-employed
D. Retired / Unemployed
Questions Related to the Four Arguments
1.When you go shopping, you often notice certain products or services that make you feel a strong urge to own or experience them. Please describe a specific example of such a product/service and explain what aspects of it triggered your desire.
A. A limited-edition fashion item (e.g., a designer bag) – triggered by its uniqueness and social recognition value
B. A high-tech electronic product (e.g., a new smartphone model) – triggered by its advanced functions and convenience for daily life
C. A specialty food product (e.g., imported chocolate) – triggered by its unique taste and the pleasure of indulgence
D. A cultural and creative product (e.g., a hand-painted notebook) – triggered by its aesthetic design and the emotional connection it brings
2.During shopping, you may encounter situations where you need to choose between multiple similar products (e.g., different brands of the same type of skincare product). Please share how you compare the advantages and disadvantages of these products and make a final purchase decision.
A. Compare product ingredients/functions – prioritize products with more suitable ingredients/stronger functions for personal needs
B. Refer to user reviews and brand reputation – choose products with higher positive review rates and more reliable brand images
C. Consider price and cost-effectiveness – select products that match personal budget and offer good value for money
D. Test product experience (e.g., try on, sample) – decide based on personal sensory experience (e.g., texture, smell, comfort)
3.Think of a recent shopping experience where you bought a product that you think reflects your personal preferences or aspirations. Please explain what this product is and why it represents your desires.
A. A sports equipment (e.g., a yoga mat) – represents the desire to maintain a healthy lifestyle and pursue physical fitness
B. A book in a specific genre (e.g., a literary novel) – represents the desire to enrich spiritual life and gain knowledge in a favorite field
C. A home decoration item (e.g., a potted plant) – represents the desire to create a comfortable and warm living environment
D. A travel-related product (e.g., a luggage bag) – represents the desire to explore new places and experience different cultures
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4.When shopping for daily necessities (e.g., groceries, toiletries), you may sometimes change your initial purchase plan due to unexpected factors (e.g., promotions, product shortages). Please describe a specific case and explain how you adjusted your decision accordingly.
A. Switch to a substitute brand because the original brand is out of stock – choose a substitute with similar functions and a lower price
B. Buy more quantities of a product because of a limited-time discount – adjust the purchase quantity based on the discount strength and product shelf life
C. Add an unplanned product to the shopping list because of a buy one get one free promotion – decide based on whether the additional product is actually needed in daily life
D. Change the purchase location (e.g., from a supermarket to a convenience store) because of time constraints – prioritize convenience and time-saving over product variety
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5.There may be a shopping experience where you bought a product that made you feel "this is exactly what I want", and this feeling is closely related to your understanding of your own preferences. Please share this product and the process of realizing your preference through this purchase.
A. A piece of clothing that fits your personal style (e.g., minimalist style) – realize that you prefer simple and elegant designs that suit your daily dressing habits
B. A kitchen appliance (e.g., a coffee machine) – realize that you value the quality of life and are willing to invest in small daily pleasures
C. A pet-related product (e.g., a pet bed) – realize that you care about the comfort of your pet and regard it as an important part of the family
D. A stationery set (e.g., a fountain pen set) – realize that you enjoy the sense of ritual in writing and pursue a delicate life attitude
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6.When shopping with friends or family, their opinions may influence your purchase decisions. Please describe a situation where this happened and explain how their suggestions affected your final choice.
A. A friend recommended a skincare product they used – their personal experience made you more confident in the product's effectiveness and decided to buy it
B. Family members reminded you of the practicality of a product (e.g., a large-capacity refrigerator) – their consideration of family needs made you adjust your purchase focus from appearance to practicality
C. A colleague shared their negative experience with a certain brand – their warning made you give up the original plan and choose another brand
D. A partner suggested a more cost-effective alternative – their budget-conscious advice made you change your choice to a product that better fits the family's financial situation
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7.Think of a product you bought that you believe reflects your values (e.g., environmental protection, sustainability). Please explain what the product is and how it aligns with your values.
A. A reusable shopping bag made of recycled materials – aligns with the value of reducing plastic waste and protecting the environment
B. A locally produced food product (e.g., local fruits) – aligns with the value of supporting local agriculture and reducing carbon emissions from transportation
C. A second-hand furniture item – aligns with the value of resource recycling and avoiding unnecessary waste of new resources
D. A cruelty-free cosmetic product (not tested on animals) – aligns with the value of respecting animal rights and promoting ethical consumption
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8.During shopping, you may try to match different products (e.g., matching clothes, shoes, and accessories) to create a unique personal style. Please describe a specific matching attempt and explain how it reflects your creative expression.
A. Matching a vintage shirt with modern jeans – combines retro and contemporary elements to create a personalized casual style
B. Matching a plain dress with hand-made jewelry – uses unique accessories to add personality and artistic sense to a simple outfit
C. Matching a neutral-colored coat with a bright-colored scarf – uses color contrast to highlight personal fashion taste and creativity
D. Matching home furniture of different styles (e.g., a Nordic-style sofa with a Chinese-style coffee table) – creates a unique home atmosphere through cross-style matching
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9.There may be a shopping experience where you overcame a personal hesitation (e.g., hesitation about price, hesitation about whether it is necessary) and finally made a purchase. Please share this experience and explain how this decision helped you better understand your own needs or personality.
A. Bought a relatively expensive professional tool (e.g., a camera for photography hobbies) – overcame price hesitation and realized that you are willing to invest in hobbies that bring long-term happiness
B. Bought a product that is not a daily necessity but satisfies a personal interest (e.g., a vinyl record player) – overcame hesitation about practicality and realized that meeting spiritual needs is also an important part of life
C. Bought a product that challenges your usual style (e.g., a bold-colored piece of clothing) – overcame hesitation about fitting in and realized that you are willing to try new things and express your individuality
D. Bought a product for a long-term goal (e.g., a fitness tracker for weight loss) – overcame hesitation about immediate usefulness and realized that you value long-term self-improvement and goal achievement
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10.Please describe a shopping experience where you felt that the product you bought not only met your practical needs but also made you feel a stronger sense of identity (e.g., identity as a parent, a professional, a hobbyist). Explain how this product enhanced your self-identity.
A. A professional work tool (e.g., a high-quality laptop for work) – enhanced the sense of identity as a professional by improving work efficiency and showing professionalism
B. A children's educational toy – enhanced the sense of identity as a parent by providing a tool to help children learn and grow
C. A hobby-related product (e.g., a painting set for an amateur painter) – enhanced the sense of identity as a hobbyist by supporting the pursuit of personal interests and improving skills
D. A cultural product (e.g., a traditional handicraft from your hometown) – enhanced the sense of identity as a local resident by connecting with hometown culture and heritage
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