GCO

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请选择最适合的答案，在答案上画个圈。

UNIPOLAR OPTION: Measure Global Consumption Orientation and Local Consumption Orientation separately and as unipolar constructs. Someone high on both is 'hybrid', someone low on both is 'disinterested', high on only one or the other is either global or local.

INSTRUCTIONS: Please indicate how strongly you agree or disagree with each statement below. Mark the appropriate circle.

	Strongly Disagree 1	2	3	4	5	6	Strongly Agree 7
请选择最适合的答案，在答案上画个圈。	Strongly Disagree 1	2	3	4	5	6	Strongly Agree 7

LIFESTYLE: It is important for me to have a lifestyle that I think is similar to the lifestyle of consumers in many countries around the world.	Strongly Disagree 1	2	3	4	5	6	Strongly Agree 7

ENTERTAINMENT: I enjoy entertainment that I think is popular in many countries around the world.	Strongly Disagree 1	2	3	4	5	6	Strongly Agree 7

FURNISHINGS: I prefer to have home furnishings that I think are popular in many countries around the world.	Strongly Disagree 1	2	3	4	5	6	Strongly Agree 7

CLOTHING: I prefer to wear clothing that I think is popular in many countries around the world.	Strongly Disagree 1	2	3	4	5	6	Strongly Agree 7

INSTRUCTIONS: Please indicate how strongly you agree or disagree with each statement below. Mark the appropriate circle.

	Strongly Disagree 1	2	3	4	5	6	Strongly Agree 7
LIFESTYLE: It is important for me to have a lifestyle that is unique to or traditional in my home country.	Strongly Disagree 1	2	3	4	5	6	Strongly Agree 7

ENTERTAINMENT: I enjoy entertainment that I think is unique or traditional to my home country.	Strongly Disagree 1	2	3	4	5	6	Strongly Agree 7

FURNISHINGS: I prefer to have home furnishings that I think are popular and traditional in my home country.	Strongly Disagree 1	2	3	4	5	6	Strongly Agree 7

CLOTHING: I prefer to wear clothing that I think is traditional to my home country.	Strongly Disagree 1	2	3	4	5	6	Strongly Agree 7

BIPOLAR OPTION: Here we explain that some prefer global/local or mixed and ask them to rate on 9pt scale.

INSTRUCTIONS: Some people prefer to live a life that is very similar to others in many countries around the world. Other people prefer to live a life that is more traditional to their own country. Still others prefer a mix of the two.

For each statement below, indicate your preference for living a life that is similar to others in many countries around the world, or a life traditional to your home country, or a mix of the two.

	Lifestyles are not interesting 0	Traditional to my country 1	2	3	4	A Mix or Blend 5	6	7	8	Similar to people around the world 9
It's important to have a LIFESTYLE that is:	Lifestyles are not interesting 0	Traditional to my country 1	2	3	4	A Mix or Blend 5	6	7	8	Similar to people around the world 9

	Entertainment is not interesting 0	Traditional to my country 1	2	3	4	A Mix or Blend 5	6	7	8	Popular around the world 9
I enjoy ENTERTAINMENT that is:	Entertainment is not interesting 0	Traditional to my country 1	2	3	4	A Mix or Blend 5	6	7	8	Popular around the world 9

	Clothing is not interesting 0	Traditional to my country 1	2	3	4	A Mix or Blend 5	6	7	8	Popular around the world 9
I prefer CLOTHING that is:	Clothing is not interesting 0	Traditional to my country 1	2	3	4	A Mix or Blend 5	6	7	8	Popular around the world 9

ORIGINAL W/ SIMPLIFICATION OPTION: Alden et al.'s 2006 original items, each followed by my suggested simplification.

INSTRUCTIONS: Which statement best describes how you feel about your LIFESTYLE?

It is important for me to have a lifestyle that I think is similar to the lifestyle of consumers in many countries around the world rather than one that is more unique to or traditional in my home country.

I try to blend a lifestyle that is considered unique to or traditional in my home country with one that I think is similar to the lifestyle of consumers in many countries around the world.

It is more important for me to have a lifestyle that is unique to or traditional in my home country rather than one that I think is similar to the lifestyle of consumers in many countries around the world.

To be honest, I do not find the typical lifestyle in my home country or the lifestyles of consumers in other countries very interesting.

It's important to have a LIFESTYLE that is...

similar to consumers around the world

traditional in my own country

a mix of my country's traditional lifestyle AND a lifestyle similar to consumers around the world.

I do not find the typical lifestyle in my country or any country very interesting.

INSTRUCTIONS: Which statement best describes how you feel about ENTERTAINMENT?

I enjoy entertainment that I think is popular in many countries around the world more than traditional forms of entertainment that are popular in my own country.

While I like entertainment that I think is popular in many countries around the world, I also enjoy traditional forms of entertainment that are popular in my own country.

Entertainment that is traditional in my own country is more enjoyable to me than entertainment that I think is popular in many countries around the world.

To be honest, most entertainment, whether from my own traditional culture or from other countries, is boring to me.

I prefer ENTERTAINMENT that is...

popular in many countries around the world.

traditional to my own country.

popular in many countries AND entertainment traditional to my own country.

Most entertainment from my own country or other countries is boring.

INSTRUCTIONS: Which statement best describes how you feel about FURNISHINGS?

I prefer to have home furnishings that I think are popular in many countries around the world rather than furnishings that are considered traditional in my own country.

I do not mind mixing home furnishings that are traditional in my country with those that I think are popular in many countries around the world.

I like to furnish my home with traditional items from my culture more than with furnishings that I think are popular in many countries around the world.

I am not sure that I like my country's traditional furnishings or furnishings that I think are popular in many countries around the world.

I prefer to have HOME FURNISHINGS that are...

popular in many countries around the world.

traditional to my own country.

a mix of my country's traditional furnishings AND furnishings popular around the world.

Neither my home country's traditional furnishings nor those popular around the world interest me.

INSTRUCTIONS: Which statement best describes how you feel about CLOTHING?

I prefer to wear clothing that I think is popular in many countries around the world rather than clothing traditionally worn in my own country.

It is not difficult for me to alternate or mix clothing choices so that I wear clothing that I think is popular in many countries around the world.

I would rather wear clothing that is traditionally popular in my own country than clothing that I think is popular with consumers in many countries around the world.

It doesn't matter whether you're talking about traditional clothing from my country or clothing that is preferred by consumers in other countries, I am not interested in clothing.

I prefer to wear CLOTHING that is...

popular in many countries around the world

traditional in my own country

a mix of clothing traditional in my own country AND clothing popular around the world.

Clothing does not really interest me.

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