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Appendix A: Sample Questions and Scenario for Quality Condition and Social
Condition
Question: See below for two choices of cookies with similar price.
Scenario for Quality Condition
Imagine you have the need to purchase 2 snacks and 1 drink online. You discover the
shopping website that you intend to shop on have reported the result of a purchase
behavior survey they recently conducted. The survey targets various types of food
connoisseurs, including chefs, food blog experts, professional food critics, etc. One
common characteristic they share is that they are all highly sensitive to taste and have high
standards regarding food quality. This makes everyone curious to find out what types of
food people like them consume in private. Let’s go check it out!
Congruent Condition
Chocolate-flavored cookies: The survey results show 64 food connoisseurs have
purchased this product.
Cinnamon-flavored cookies: The survey results show 10 food connoisseurs have
purchased this product.
If you have to choose one from these two to make a purchase, which one would you
choose?
1) Chocolate-flavored cookies: purchased by 64 food connoisseurs.
2) Cinnamon-flavored cookies: purchased by 10 food connoisseurs. Incongruent
Condition
Chocolate-flavored cookies: The survey results show 10 food connoisseurs have
purchased this product.
Cinnamon-flavored cookies: The survey results show 64 food connoisseurs have
purchased this product.
If you have to choose one from these two to make a purchase, which one would you
choose?
1) Chocolate-flavored cookies: purchased by 10 food connoisseurs.
2) Cinnamon-flavored cookies: purchased by 64 food connoisseurs.