Appendix

Basic Information Questions

1.What is your gender?

A. MaleB. FemaleC. Non-binaryD. Prefer not to say

2.Which age group do you belong to?

A. Under 18 years oldB. 18-25 years oldC. 26-40 years oldD. Over 40 years old

3.What is your main occupation?

A. StudentB. Enterprise employeeC. Freelancer / Self-employedD. Retired / UnemployedQuestions Related to the Four Arguments1.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 valueB. A high-tech electronic product (e.g., a new smartphone model) – triggered by its advanced functions and convenience for daily lifeC. A specialty food product (e.g., imported chocolate) – triggered by its unique taste and the pleasure of indulgenceD. A cultural and creative product (e.g., a hand-painted notebook) – triggered by its aesthetic design and the emotional connection it brings2.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 needsB. Refer to user reviews and brand reputation – choose products with higher positive review rates and more reliable brand imagesC. Consider price and cost-effectiveness – select products that match personal budget and offer good value for moneyD. 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 fitnessB. A book in a specific genre (e.g., a literary novel) – represents the desire to enrich spiritual life and gain knowledge in a favorite fieldC. A home decoration item (e.g., a potted plant) – represents the desire to create a comfortable and warm living environmentD. A travel-related product (e.g., a luggage bag) – represents the desire to explore new places and experience different cultures

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 priceB. Buy more quantities of a product because of a limited-time discount – adjust the purchase quantity based on the discount strength and product shelf lifeC. 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 lifeD. 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

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 habitsB. A kitchen appliance (e.g., a coffee machine) – realize that you value the quality of life and are willing to invest in small daily pleasuresC. 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 familyD. 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

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 itB. 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 practicalityC. A colleague shared their negative experience with a certain brand – their warning made you give up the original plan and choose another brandD. 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

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 environmentB. A locally produced food product (e.g., local fruits) – aligns with the value of supporting local agriculture and reducing carbon emissions from transportationC. A second-hand furniture item – aligns with the value of resource recycling and avoiding unnecessary waste of new resourcesD. A cruelty-free cosmetic product (not tested on animals) – aligns with the value of respecting animal rights and promoting ethical consumption

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 styleB. Matching a plain dress with hand-made jewelry – uses unique accessories to add personality and artistic sense to a simple outfitC. Matching a neutral-colored coat with a bright-colored scarf – uses color contrast to highlight personal fashion taste and creativityD. 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

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 happinessB. 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 lifeC. 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 individualityD. 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

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 professionalismB. A children's educational toy – enhanced the sense of identity as a parent by providing a tool to help children learn and growC. 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 skillsD. 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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