Questionnaire Survey on Psychological Ownership and Emotional Response of Luxury product Consumers

Dear participants,

Thank you for participating in this academic research study on luxury product design and consumer psychology. This survey aims to explore your attitudes, usage intentions, and emotional reactions toward luxury products.

The survey will take approximately 8 minutes to complete.

All responses will be used solely for academic purposes, and your personal information will remain strictly confidential. After reading the description, please respond to the statements based on your true feelings using the provided scale. Participation is voluntary, and you may withdraw at any time without penalty.

By proceeding, you provide informed consent for your responses to be used anonymously in this study 

Please indicate whether you agree to participate in this study:

Chanel is a world-renowned French luxury brand, known for its craftsmanship, timeless design, and elegant aesthetics.
Its classic handbags combine traditional artisanal techniques with modern innovation.

Please read the following description carefully before answering the questions.




This handbag is co-designed by Chanel’s design team and an advanced AI system.
The AI technology analysed consumer trends, style preferences, and design databases to generate initial concepts. Human designers then refined and completed the final design together with the AI system.

This product represents Chanel’s exploration of integrating cutting-edge technology with traditional craftsmanship.


After reading the description, please indicate your level of agreement with the following statement:

Please rate each question on the following scale according to its statement:

Please read the above description and pictures and answer: Do you think this handbag was designed using artificial intelligence collaborative technology?

To ensure that responses come from individuals who have some knowledge of luxury brands, please answer the following question.

In the past 12 months, how familiar are you with luxury products (e.g., fashion, accessories, or jewelry)?

How familiar are you with the luxury brand Chanel?

Please rate your level of agreement with the following statements about the luxury brand 

(1 = strongly disagree, 5 = strongly agree)
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1.The luxury brand Chanel has a free will.
2.The luxury brand Chanel experiences emotions.
3.The luxury brand Chanel has consciousness.
4.The luxury brand Chanel has a mind of its own.

Please rate your level of agreement with the following statements about the luxury brand 

(1 = strongly disagree, 5 = strongly agree)
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1.This luxury brand (Chanel) delivers on its promises.
2.This luxury brand (Chanel) is true to its values.
3.This luxury brand (Chanel) is honest about its products.
4.This luxury brand (Chanel) stays true to its origins.
5.This luxury brand (Chanel) represents something meaningful to me.

(Please continue to the next section.)

To check your attention, please select “Agree (4)” for this statement.
Please rate your level of agreement with the following statements about the luxury brand 
(1 = strongly disagree, 5 = strongly agree)
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1)I feel a strong sense of belonging to this luxury brand (Chanel).
2)I feel I am a member of this luxury brand’s (Chanel) community.
3)I feel members of this luxury brand (Chanel) are my close friends. 
4)I like other customers of this luxury brand (Chanel).
Please rate your level of agreement with the following statements about the luxury brand 
(1 = strongly disagree, 5 = strongly agree)
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1.I feel that I can handle this luxury brand (Chanel) the way I want.
2.I feel I can use this luxury brand (Chanel) the way I want. 
3.I feel that I have little control over how I can use this luxury brand (Chanel). 
4.I feel a sense of control over the use of this luxury brand (Chanel).
Please rate your level of agreement with the following statements about the luxury brand 
(1 = strongly disagree, 5 = strongly agree)
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1)I feel that I am psychologically invested in this luxury brand (Chanel).
2)I feel that I am financially invested in this luxury brand (Chanel).
3)I feel that I am emotionally invested in this luxury brand (Chanel).
4）I feel that I am not invested in this luxury brand (Chanel).
Please rate your level of agreement with the following statements about the luxury brand 
(1 = strongly disagree, 5 = strongly agree)
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1)Although I do not legally own this luxury brand (Chanel), I have a feel that this is ‘my’ brand.
2)The selected luxury brand (Chanel) incorporates a part of myself.
3)I feel that this luxury brand (Chanel) belongs to me.
4)I feel connected to this luxury brand (Chanel).
5）I feel a strong sense of closeness with this luxury brand (Chanel).
For quality-check purposes, please select “Strongly disagree (1)” for this statement.
Please rate your level of agreement with the following statements about the luxury brand 
(1 = strongly disagree, 5 = strongly agree)
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1)(Chanel) is a wonderful brand.
2)(Chanel) makes me feel good.
3)(Chanel)is totally awesome.
4)(Chanel) makes me very happy.
5)I love (Chanel) .
Please rate your level of agreement with the following statements about the luxury brand 
(1 = strongly disagree, 5 = strongly agree)
Note for participants:
In this section, “rival luxury brands” refer to other luxury brands that compete with Chanel in a similar market category (e.g., fashion or handbags).
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1)I am interested in scandals involving rival luxury brands.
2)I feel excited when negative news about luxury brands emerge.
3)I take pleasure when community members attack fans of luxury brands.
4)I feel gratified when competing luxury brands encounter setbacks like product recalls.
Please rate your level of agreement with the following statements about the luxury brand 
(1 = strongly disagree, 5 = strongly agree)
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1. Using/experiencing this product (Chanel)would be fun.
2.  (Chanel) would make me feel excited or delighted.
3. I would enjoy spending time with(Chanel).
4. (Chanel) provides pleasure beyond its functional use.
Please rate your level of agreement with the following statements about the luxury brand 
(1 = strongly disagree, 5 = strongly agree)
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1. (Chanel) would be useful in meeting my needs.
2. (Chanel)would help me accomplish what I want efficiently.
3.(Chanel) is practical and functional.
4. (Chanel) fulfils its intended purpose well.

Please answer the following questions about yourself.

31. What is your age??

Note: Participants under 18 will be excluded.

32. What is your gender?
33. What is your highest level of education?
34.In the past 12 months, how often have you purchased luxury brands?
35. What is your annual household income (optional)
36.Which country are you currently residing in?
37. How much time do you usually spend engaging with luxury brands online per week?
38. Which of the following categories best describes your occupation?

The following items are unrelated to luxury brands but are included to help us control for response bias. Please answer honestly based on your general preferences.

I enjoy listening to music in my free time.

I prefer working in the mornings than in the evenings.

I like to try new hobbies or activities whenever possible. 

I often make a to-do list to organize my tasks.

I enjoy listening to music in my free time.

Thank you for completing this survey. If you have any questions or wish to withdraw your responses, please contact the researcher at yf23852@essex.ac.uk

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