Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution Rosellina Ferraro, Amna Kirmani and Ted Matherly WEB APPENDIX A STUDY 1 STIMULI CONSUMER BEHAVIOR STUDY Instructions: You will respond to a series of questions about people's behaviors. Please read the instructions carefully and respond to the questions that follow. There are no right or wrong answers just respond to the best of your ability. On the next page, you will see a video of a person named Stephanie. The video runs for approximately 45 seconds. There is no audio so you will not need headphones while watching the video. When you are ready, press the >> button to go on to the next page.
Low Conspicuousness High Conspicuousness The video clips used for the study are available at the following URLs: Low Conspicuousness: http://www.youtube.com/watch?v=sldiwkczhum High Conspicuousness: http://www.youtube.com/watch?v=qvsrm06stqo Download: http://www.tedmatherly.com/research/fkm/videos.zip
Now, we would like you to think about the Apple brand. Please rate your attitude towards Apple. 1 Dislike 2 3 4 5 6 7 Like 1 Unfavorable 2 3 4 5 6 7 Favorable 1 Bad 2 3 4 5 6 7 Good Next, you will be asked about Stephanie. What is your impression of Stephanie? 1 Bad 2 3 4 5 6 7 Good 1 Dislike 2 3 4 5 6 7 Like 1 Unfavorable 2 3 4 5 6 7 Favorable Please rate your familiarity with Apple. 1 Not at all familiar 2 3 4 5 6 7 Very familiar Do you own an Apple ipad Yes No Apple iphone Yes No [Filler task 18-item Need for Cognition Scale]
Think about the Apple brand. Please indicate the extent to which you agree with the following statements regarding Apple. Apple reflects who I am. Apple suits me well. I (can) use Apple to communicate who I am to other people. I can identify with Apple. I consider Apple to be me (it reflects who I consider myself to be or the way I want to present myself to others). I feel a personal connection to Apple. I think Apple (could) help(s) me become the type of person I want to be. What is your gender? Male Female What is your age (in years)?
WEB APPENDIX B REGRESSION MODEL RESULTS WITH AND WITHOUT FAMILIARITY Ownership β =.60 t(147) = 2.85 Age β = -.001 t(147) = -.10 Gender β = -.04, t(147) = -.22 Familiarity -- Conspicuousness β = -.46 t(147) = -2.53 Self-brand connection β =.50 t(147) = 5.47 Conspicuousness X Self-brand connection Study 1 DV = Brand Attitude p <.0001 β =.25 t(147) = 2.19 Ownership β =.43 t(94) = 1.56 Age β =.02 t(94) = 1.71 Gender β =.30 t(94) = 1.18 Familiarity -- Low conspicuousness β = 1.46 t(94) = 3.92 p <.001 β =.63 t(146) = 2.84 β = -.002 t(146) = -.15 β = -.04 t(146) = -.23 β = -.03 t(146) = -.37 β = -.46 t(146) = -2.52 β =.51 t(146) = 5.44 p <.0001 β =.26, t(146) = 2.21 Study 2 DV = Brand Attitude β =.43 t(93) = 1.55 β =.02 t(93) = 1.64 β =.30 t(93) = 1.15 β = -.01 t(93) = -.09 β = 1.46 t(93) = 3.86 p <.001 DV = Attitude toward the Brand User β = -.30 β = -.25 t(147) = -1.22 t(146) = -.97 β =.004 t(147) =.38 β = -.24 t(147) = -1.12 -- β = -.53 t(147) = -2.48 β =.11 t(147) = 1.06 β =.04 t(147) =.28 β =.003 t(146) =.26 β = -.25 t(146) = -1.15 β = -.07 t(146) = -.76 β = -.53 t(146) = -2.47 β =.13 t(146) = 1.17 β =.05 t(146) =.35 DV = Attitude toward the Brand User β =.15 β =.15 t(94) =.50 t(93) =.47 β =.05 t(94) = 3.19 β =.59 t(94) = 2.04 -- β = 1.31 t(94) = 3.09 β =.05 t(93) = 3.13 β =.60 t(93) = 2.03 β =.01 t(93) =.12 β = 1.31 t(93) = 3.07
Discounted conspicuousness β = 1.23 t(94) = 3.43 p <.001 Self-brand connection β = 1.31 t(94) = 6.37 Low conspicuousness X Selfbrand connection Discounted conspicuousness X Self-brand connection p <.0001 β = -.84 t(94) = -2.77 β = -.95 t(94) = -3.39 p <.001 Ownership β =.53 t(168) = 2.16 Age β =.02 t(168) = 2.88 Familiarity -- Conspicuousness β = -.69 t(168) = -2.61 Self-brand connection β =.24 t(168) = 2.67 Conspicuousness X Self-brand connection β = 1.23 t(93) = 3.41 p <.001 β = 1.31 t(93) = 6.16 p <.0001 β = -.84 t(93) = -2.76 β = -.96 t(93) = -3.35 Study 3 DV = Brand Attitude β =.26 t(168) = 2.12 Non-focal Brand Present β =.11 t(168) =.46 Non-focal Brand Present X Self-brand connection β =.53 t(168) = 1.47 β =.48 t(167) = 1.90 β =.02 t(167) = 2.77 β =.05 t(167) =.86 β = -.69 t(167) = -2.63 β =.23 t(167) = 2.44 β =.25 t(167) = 2.08 β =.07 t(167) =.28 β =.58 t(167) = 1.59 β =.58 t(94) = 1.43 β =.50 t(94) = 2.14 β = -.45 t(94) = -1.33 β = -.77 t(94) = -2.42 β =.58 t(93) = 1.42 β =.49 t(93) = 2.03 β = -.45 t(93) = -1.31 β = -.77 t(93) = -2.36 DV = Attitude toward the Brand User β = -.15 β =.03 t(168) = -.53 t(167) =.09 β =.01 t(168) = 1.03 -- β = -1.07 t(168) = -3.49 p <.001 β =.04 t(168) =.41 β =.42 t(168) = 3.00 β =.08 t(168) =.27 β =.04 t(168) =.10 β =.01 t(167) = 1.33 β = -.16 t(167) = -2.63 β = -1.04 t(167) = -3.48 p <.001 β =.10 t(167) =.94 β =.44 t(167) = 3.17 β =.23 t(167) =.79 β = -.12 t(167) = -.30
WEB APPENDIX C STUDY 2 STIMULI CONSUMER BEHAVIOR STUDY Instructions: You will respond to a series of questions about people's behaviors. Please read the instructions carefully and respond to the questions that follow. There are no right or wrong answers just respond to the best of your ability. On the next page, you will see a [Low Conspicuousness: post, High/Discounted Conspicuousness: photo] on Mark s Facebook page. Please look at the [Low Conspicuousness: post, High/Discounted Conspicuousness: photo] and be prepared to answer some questions about Mark. [Photo/post was displayed for 5 seconds] Low Conspicuousness
High Conspicuousness Discounted Conspicuousness
We would like you to consider the Apple brand. Please rate your attitude towards Apple. 1 Dislike 2 3 4 5 6 7 Like 1 Unfavorable 2 3 4 5 6 7 Favorable 1 Bad 2 3 4 5 6 7 Good Now, here are some questions about Mark, the person whose Facebook [Low Conspicuousness: post, High/Discounted Conspicuousness: photo] you saw. What is your impression of Mark? 1 Bad 2 3 4 5 6 7 Good 1 Dislike 2 3 4 5 6 7 Like 1 Unfavorable 2 3 4 5 6 7 Favorable To what extent do you think Mark uses the ipad to impress other people? 1 - Not at all 2 3 4 5 6 7 - Very much To what extent do you think Mark uses the ipad to show off? 1 - Not at all 2 3 4 5 6 7 - Very much To what extent do you think Mark uses the ipad to gain the approval of others? 1 - Not at all 2 3 4 5 6 7 - Very much Please rate your familiarity with the Apple brand. 1 Not at all familiar 2 3 4 5 6 7 Very familiar Do you own an Apple ipad Yes No Apple iphone Yes No
[Filler task] In this part of the study, you will be asked to play a skill computer game where you will attempt to get a paper ball into a waste basket. You are scored on the number of consecutive baskets you can get. The game is a good measure of participants cognitive ability, with a score of five or greater indicating a high level of ability. You will have two minutes to play the game, after which it will automatically advance to the next part of the study. Screenshot from Distractor Task Game The game used for the study is available at the following URL: http://www.tedmatherly.com/research/fkm/papertoss.swf
[Starbucks self-brand connection measure was included to disguise interest in Apple] Think about the Starbucks brand. Please indicate the extent to which you agree with the following statements regarding Starbucks. Starbucks reflects who I am. Starbucks suits me well. I (can) use Starbucks to communicate who I am to other people. I can identify with Starbucks. I consider Starbucks to be me (it reflects who I consider myself to be or the way I want to present myself to others). I feel a personal connection to Starbucks. I think Starbucks (could) help(s) me become the type of person I want to be. Think about the Apple brand. Please indicate the extent to which you agree with the following statements regarding Apple. Apple reflects who I am. Apple suits me well. I (can) use Apple to communicate who I am to other people. I can identify with Apple.
I consider Apple to be me (it reflects who I consider myself to be or the way I want to present myself to others). I feel a personal connection to Apple. I think Apple (could) help(s) me become the type of person I want to be. Finally, please provide the following classification information. I am: Male Female My age is: (in years) Please note, the skill computer game in this study was designed to serve as a distractor task, and does not measure cognitive ability.
WEB APPENDIX D STUDY 3 STIMULI CONSUMER BEHAVIOR STUDY Instructions: You will respond to a series of questions about people's behaviors. Please read the instructions carefully and respond to the questions that follow. There are no right or wrong answers just respond to the best of your ability. On the next page, you will see a photo of Lauren. Lauren is in her 20 s and lives in the Northeast. She is a college graduate and works for a large company. [Non-focal brand Present: She frequently stops at Starbucks on her way to work.] She goes to the gym several days a week. On the weekends, she likes to go to the movies. Please look at the photo and be prepared to answer some questions about Lauren.
[Photo was displayed for 5 seconds] Low Conspicuousness High Conspicuousness
We would like you to consider the Tiffany brand. Please rate your attitude towards the Tiffany brand. 1 Dislike 2 3 4 5 6 7 Like 1 Unfavorable 2 3 4 5 6 7 Favorable 1 Bad 2 3 4 5 6 7 Good Now, we would like you to consider the Starbucks brand. Please rate your attitude towards the Starbucks brand. 1 Dislike 2 3 4 5 6 7 Like 1 Unfavorable 2 3 4 5 6 7 Favorable 1 Bad 2 3 4 5 6 7 Good How did you feel after seeing the photo? Envious 1 Not at all 2 3 4 5 6 7 Extremely Jealous 1 Not at all 2 3 4 5 6 7 Extremely Now here are some questions about Lauren, the woman in the photo you saw. What is your impression of Lauren? 1 Bad 2 3 4 5 6 7 Good 1 Dislike 2 3 4 5 6 7 Like 1 Unfavorable 2 3 4 5 6 7 Favorable
To what extent do you think Lauren uses the Tiffany bag to impress other people? 1 - Not at all 2 3 4 5 6 7 - Very much To what extent do you think Lauren uses the Tiffany bag to show off? 1 - Not at all 2 3 4 5 6 7 - Very much To what extent do you think Lauren uses the Tiffany bag to gain the approval of others? 1 - Not at all 2 3 4 5 6 7 - Very much How often does Lauren go to Starbucks? 1 Never 2 3 4 5 6 7 Everyday How familiar are you with the following brands? Tiffany 1 Not at all familiar 2 3 4 5 6 7 Very familiar Starbucks 1 Not at all familiar 2 3 4 5 6 7 Very familiar Do you own any Tiffany products? (if so, what products?) Yes No How frequently do you go to Starbucks? 1 Never 2 3 4 5 6 7 Every day
[Filler task] In this part of the study, you will be asked to play a skill computer game where you will attempt to get a paper ball into a waste basket. You are scored on the number of consecutive baskets you can get. The game is a good measure of participants cognitive ability, with a score of five or greater indicating a high level of ability. You will have two minutes to play the game, after which it will automatically advance to the next part of the study. Screenshot from Distractor Task Game The game used for the study is available at the following URL: http://www.tedmatherly.com/research/fkm/papertoss.swf
Think about the Starbucks brand. Please indicate the extent to which you agree with the following statements regarding Starbucks. Starbucks reflects who I am. Starbucks suits me well. I (can) use Starbucks to communicate who I am to other people. I can identify with Starbucks. I consider Starbucks to be me (it reflects who I consider myself to be or the way I want to present myself to others). I feel a personal connection to Starbucks. I think Starbucks (could) help(s) me become the type of person I want to be. Now think about the Tiffany brand. Please indicate the extent to which you agree with the following statements regarding Tiffany. Tiffany reflects who I am. Tiffany suits me well. I (can) use Tiffany to communicate who I am to other people. I can identify with Tiffany. I consider Tiffany to be me (it reflects who I consider myself to be or the way I want to present myself to others).
I feel a personal connection to Tiffany. I think Tiffany (could) help(s) me become the type of person I want to be. Finally, please provide the following classification information. I am: Male Female My age is: (in years) Please note, the skill computer game in this study was designed to serve as a distractor task, and does not measure cognitive ability.
WEB APPENDIX E FOLLOW UP STUDY STIMULI CONSUMER BEHAVIOR STUDY Instructions: You will respond to a series of questions about people's behaviors. Please read the instructions carefully and respond to the questions that follow. There are no right or wrong answers just respond to the best of your ability. On the next page, you will see a photo of Lauren. [Regular High Conspicuousness Condition] Lauren is in her 20 s and lives in the Northeast. She is a college graduate and works for a large company. She goes to the gym several days a week. On the weekends, she likes to go to the movies. Please look at the photo and be prepared to answer some questions about Lauren. [Discounted High Conspicuousness condition] Tiffany & Co. is expanding its reach by appealing to a broader segment of the market. They plan to run an ad campaign that features actual Tiffany customers with their products. On the next page, you will see a photo of Lauren, who has been selected by Tiffany to be featured on their website. Lauren is in her 20 s and lives in the Northeast. She is a college graduate and works for a large company. She goes to the gym several days a week. On the weekends, she likes to go to the movies. Please look at the photo and be prepared to answer some questions about Lauren.
[Photo was displayed for 5 seconds] We would like you to consider the Tiffany brand. Please rate your attitude towards the Tiffany brand. 1 Dislike 2 3 4 5 6 7 Like 1 Unfavorable 2 3 4 5 6 7 Favorable 1 Bad 2 3 4 5 6 7 Good Now here are some questions about Lauren, the woman in the photo you saw. What is your impression of Lauren? 1 Bad 2 3 4 5 6 7 Good 1 Dislike 2 3 4 5 6 7 Like 1 Unfavorable 2 3 4 5 6 7 Favorable
To what extent do you think Lauren uses the Tiffany bag to impress other people? 1 - Not at all 2 3 4 5 6 7 - Very much To what extent do you think Lauren uses the Tiffany bag to show off? 1 - Not at all 2 3 4 5 6 7 - Very much To what extent do you think Lauren uses the Tiffany bag to gain the approval of others? 1 - Not at all 2 3 4 5 6 7 - Very much How familiar are you with the Tiffany brand? 1 Not at all familiar 2 3 4 5 6 7 Very familiar Do you own any Tiffany products? (if so, what products?) Yes No
[Filler task] In this part of the study, you will be asked to play a skill computer game where you will attempt to get a paper ball into a waste basket. You are scored on the number of consecutive baskets you can get. The game is a good measure of participants cognitive ability, with a score of five or greater indicating a high level of ability. You will have two minutes to play the game, after which it will automatically advance to the next part of the study. Screenshot from Distractor Task Game The game used for the study is available at the following URL: http://www.tedmatherly.com/research/fkm/papertoss.swf
[Starbucks self-brand connection measure was included to disguise interest in Tiffany] Please take a moment to think about the Starbucks brand. Please indicate the extent to which you agree with the following statements regarding Starbucks. Starbucks reflects who I am. Starbucks suits me well. I (can) use Starbucks to communicate who I am to other people. I can identify with Starbucks. I consider Starbucks to be me (it reflects who I consider myself to be or the way I want to present myself to others). I feel a personal connection to Starbucks. I think Starbucks (could) help(s) me become the type of person I want to be. Now, think about the Tiffany brand. Please indicate the extent to which you agree with the following statements regarding Tiffany. Tiffany reflects who I am. Tiffany suits me well. I (can) use Tiffany to communicate who I am to other people. I can identify with Tiffany.
I consider Tiffany to be me (it reflects who I consider myself to be or the way I want to present myself to others). I feel a personal connection to Tiffany. I think Tiffany (could) help(s) me become the type of person I want to be. Finally, please provide the following classification information. I am: Male Female My age is: (in years) Please note, the skill computer game in this study was designed to serve as a distractor task, and does not measure cognitive ability.