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. [next screen] 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. [next screen]

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

[next screen] 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 screen] 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 [next screen] 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 [next screen] [Filler task – 18-item Need for Cognition Scale] [next screen]

Think about the Apple brand. Please indicate the extent to which you agree with the following statements regarding Apple. Apple reflects who I am. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree Apple suits me well. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I (can) use Apple to communicate who I am to other people. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I can identify with Apple. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I consider Apple to be “me” (it reflects who I consider myself to be or the way I want to present myself to others). 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I feel a personal connection to Apple. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I think Apple (could) help(s) me become the type of person I want to be. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree [next screen] What is your gender? Male Female What is your age (in years)? __________

WEB APPENDIX B

REGRESSION MODEL RESULTS WITH AND WITHOUT FAMILIARITY

Study 1 DV = Brand Attitude DV = Attitude toward the

Brand User Ownership β = .60

t(147) = 2.85 p < .01

β = .63 t(146) = 2.84

p < .01

β = -.30 t(147) = -1.22

nsd

β = -.25 t(146) = -.97

nsd Age β = -.001

t(147) = -.10 nsd

β = -.002 t(146) = -.15

nsd

β = .004 t(147) = .38

nsd

β = .003 t(146) = .26

nsd Gender β = -.04,

t(147) = -.22 nsd

β = -.04 t(146) = -.23

nsd

β = -.24 t(147) = -1.12

nsd

β = -.25 t(146) = -1.15

nsd Familiarity

-- β = -.03

t(146) = -.37 nsd

--

β = -.07 t(146) = -.76

nsd Conspicuousness β = -.46

t(147) = -2.53 p < .05

β = -.46 t(146) = -2.52

p < .05

β = -.53 t(147) = -2.48

p < .05

β = -.53 t(146) = -2.47

p < .05 Self-brand connection β = .50

t(147) = 5.47 p < .0001

β = .51 t(146) = 5.44

p < .0001

β = .11 t(147) = 1.06

nsd

β = .13 t(146) = 1.17

nsd Conspicuousness X Self-brand connection

β = .25 t(147) = 2.19

p < .05

β = .26, t(146) = 2.21

p < .05

β = .04 t(147) = .28

nsd

β = .05 t(146) = .35

nsd Study 2

DV = Brand Attitude DV = Attitude toward the Brand User

Ownership β = .43 t(94) = 1.56

nsd

β = .43 t(93) = 1.55

nsd

β = .15 t(94) = .50

nsd

β = .15 t(93) = .47

nsd Age β = .02

t(94) = 1.71 nsd

β = .02 t(93) = 1.64

nsd

β = .05 t(94) = 3.19

p < .01

β = .05 t(93) = 3.13

p < .01 Gender β = .30

t(94) = 1.18 nsd

β = .30 t(93) = 1.15

nsd

β = .59 t(94) = 2.04

p < .05

β = .60 t(93) = 2.03

p < .05 Familiarity

-- β = -.01

t(93) = -.09 nsd

--

β = .01 t(93) = .12

nsd Low conspicuousness β = 1.46

t(94) = 3.92 p < .001

β = 1.46 t(93) = 3.86

p < .001

β = 1.31 t(94) = 3.09

p < .01

β = 1.31 t(93) = 3.07

p < .01

Discounted conspicuousness β = 1.23 t(94) = 3.43

p < .001

β = 1.23 t(93) = 3.41

p < .001

β = .58 t(94) = 1.43

nsd

β = .58 t(93) = 1.42

nsd Self-brand connection β = 1.31

t(94) = 6.37 p < .0001

β = 1.31 t(93) = 6.16 p < .0001

β = .50 t(94) = 2.14

p < .05

β = .49 t(93) = 2.03

p < .05 Low conspicuousness X Self-brand connection

β = -.84 t(94) = -2.77

p < .01

β = -.84 t(93) = -2.76

p < .01

β = -.45 t(94) = -1.33

nsd

β = -.45 t(93) = -1.31

nsd Discounted conspicuousness X Self-brand connection

β = -.95 t(94) = -3.39

p < .001

β = -.96 t(93) = -3.35

p < .01

β = -.77 t(94) = -2.42

p < .05

β = -.77 t(93) = -2.36

p < .05 Study 3

DV = Brand Attitude DV = Attitude toward the Brand User

Ownership β = .53 t(168) = 2.16

p < .05

β = .48 t(167) = 1.90

nsd

β = -.15 t(168) = -.53

nsd

β = .03 t(167) = .09

nsd Age β = .02

t(168) = 2.88 p < .01

β = .02 t(167) = 2.77

p < .01

β = .01 t(168) = 1.03

nsd

β = .01 t(167) = 1.33

nsd Familiarity

-- β = .05

t(167) = .86 nsd

--

β = -.16 t(167) = -2.63

p < .01 Conspicuousness β = -.69

t(168) = -2.61 p < .01

β = -.69 t(167) = -2.63

p < .01

β = -1.07 t(168) = -3.49

p < .001

β = -1.04 t(167) = -3.48

p < .001 Self-brand connection β = .24

t(168) = 2.67 p < .01

β = .23 t(167) = 2.44

p < .05

β = .04 t(168) = .41

nsd

β = .10 t(167) = .94

nsd Conspicuousness X Self-brand connection

β = .26 t(168) = 2.12

p < .05

β = .25 t(167) = 2.08

p < .05

β = .42 t(168) = 3.00

p < .01

β = .44 t(167) = 3.17

p < .01 Non-focal Brand Present β = .11

t(168) = .46 nsd

β = .07 t(167) = .28

nsd

β = .08 t(168) = .27

nsd

β = .23 t(167) = .79

nsd Non-focal Brand Present X Self-brand connection

β = .53 t(168) = 1.47

nsd

β = .58 t(167) = 1.59

nsd

β = .04 t(168) = .10

nsd

β = -.12 t(167) = -.30

nsd

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. [next screen] 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. [next screen] [Photo/post was displayed for 5 seconds]

Low Conspicuousness

High Conspicuousness

Discounted Conspicuousness [next screen]

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 [next screen] 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 [next screen] 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 [next screen] 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

[next screen] [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

[next screen] [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. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree Starbucks suits me well. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I (can) use Starbucks to communicate who I am to other people. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I can identify with Starbucks. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I consider Starbucks to be “me” (it reflects who I consider myself to be or the way I want to present myself to others). 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I feel a personal connection to Starbucks. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I think Starbucks (could) help(s) me become the type of person I want to be. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree [next screen] Think about the Apple brand. Please indicate the extent to which you agree with the following statements regarding Apple. Apple reflects who I am. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree Apple suits me well. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I (can) use Apple to communicate who I am to other people. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I can identify with Apple.

1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I consider Apple to be “me” (it reflects who I consider myself to be or the way I want to present myself to others). 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I feel a personal connection to Apple. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I think Apple (could) help(s) me become the type of person I want to be. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree [next screen] 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. [next screen] 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.

[next screen]

[Photo was displayed for 5 seconds]

Low Conspicuousness

High Conspicuousness [next screen]

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 [next screen] 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 [next screen] 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 [next screen] 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

[next screen] 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 [next screen] How often does Lauren go to Starbucks? 1 – Never 2 3 4 5 6 7 – Everyday [next screen] 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 [next screen]

[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 [next screen]

Think about the Starbucks brand. Please indicate the extent to which you agree with the following statements regarding Starbucks. Starbucks reflects who I am. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree Starbucks suits me well. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I (can) use Starbucks to communicate who I am to other people. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I can identify with Starbucks. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I consider Starbucks to be “me” (it reflects who I consider myself to be or the way I want to present myself to others). 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I feel a personal connection to Starbucks. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I think Starbucks (could) help(s) me become the type of person I want to be. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree [next screen] 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. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree Tiffany suits me well. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I (can) use Tiffany to communicate who I am to other people. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I can identify with Tiffany. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I consider Tiffany to be “me” (it reflects who I consider myself to be or the way I want to present myself to others).

1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I feel a personal connection to Tiffany. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I think Tiffany (could) help(s) me become the type of person I want to be. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree [next screen] 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. [next screen] 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. [next screen]

[Photo was displayed for 5 seconds]

[next screen] 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 [next screen] 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

[next screen] 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 [next screen] 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 [next screen]

[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 [next screen]

[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. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree Starbucks suits me well. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I (can) use Starbucks to communicate who I am to other people. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I can identify with Starbucks. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I consider Starbucks to be “me” (it reflects who I consider myself to be or the way I want to present myself to others). 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I feel a personal connection to Starbucks. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I think Starbucks (could) help(s) me become the type of person I want to be. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree [next screen] 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. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree Tiffany suits me well. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I (can) use Tiffany to communicate who I am to other people. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I can identify with Tiffany. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree

I consider Tiffany to be “me” (it reflects who I consider myself to be or the way I want to present myself to others). 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I feel a personal connection to Tiffany. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree I think Tiffany (could) help(s) me become the type of person I want to be. 1 – Strongly disagree 2 3 4 5 6 7 – Strongly agree [next screen] 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.