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Primary researchers: This study is being conducted by Alexandra Rodriguez, a doctoral student in the Marketing Ph.D. program at the University of Illinois at Urbana-Champaign, under the supervision of Professor Tiffany White, marketing professor at the same institution.

Purpose and procedures: This study is intended to assess your thoughts and opinions regarding different consumption situations. You will be asked to visualize yourself in a fictitious scenario as well as write about some real-life situations. Then you will be asked some questions about them.

Confidentiality: Your responses are completely anonymous and will not be associated with your name or identity. In the event of publication of this research, no personally identifying information will be disclosed. Any personal information requested from you will be for the sole purpose of assigning your extra credit in experimetrix.

Voluntariness: Your participation in this research is voluntary. You may refuse to participate or discontinue participation at any point in this study without any penalty or loss of the benefits to which you are otherwise entitled.

Eligibility: Participants must be 18 years of age or older at the time of participation in this study.

Risks and benefits: There are no risks associated with participating in this study and you benefit from 2 points of extra credit for your participation.

Who to contact with questions: Questions about this research should be directed to the primary investigator and person in charge, Alexandra Rodriguez, who can be reached at 239-1908 ([email protected]). Questions about your rights as a research participant should be directed to the UIUC Institutional Review Board Office at 333-2670 ([email protected]). You may request a copy of this consent form.

I certify that I have read this form and volunteer to participate in this research study. (Click "continue" below to consent and proceed with study).

What is your netid? (The letter-number combination that precedes "@uiuc.edu" in your U of I e-mail address)

In this first study, you will be asked about some of your personal experiences and goals. Please read each item carefully and respond as thoughtfully and honestly as possible.

CLICK ON THE CONTINUE BUTTON BELOW TO GO ON.

What is your study 1 code?

If you are ready to go on, please click on the "continue" option below.

Continue

Please take a moment to think about what your duties and obligations are. Then, write 3-5 sentences that describe your current duties and obligations and how they differ from your duties and obligations as you were growing up.

Please rate each of the tasks you listed in the previous question according to the items below. Read the item carefully and select the answer that best represents how you feel about the task.

You may refer back to the tasks you wrote to improve the accuracy of your response.

	Not at all	Neutral	Very much
Is task #1 something you feel obligated to do?	Not at all	Neutral	Very much

Is task #1 something you aspire to do?	Not at all	Neutral	Very much

Is task #2 something you feel obligated to do?	Not at all	Neutral	Very much

Is task #2 something you aspire to do?	Not at all	Neutral	Very much

Is task #3 something you feel obligated to do?	Not at all	Neutral	Very much

Is task #3 something you aspire to do?	Not at all	Neutral	Very much

Is task #4 something you feel obligated to do?	Not at all	Neutral	Very much

Is task #4 something you aspire to do?	Not at all	Neutral	Very much

Is task #5 something you feel obligated to do?	Not at all	Neutral	Very much

Is task #5 something you aspire to do?	Not at all	Neutral	Very much

	Not at all	Neutral	Very much
Is task #6 something you feel obligated to do?	Not at all	Neutral	Very much

Is task #6 something you aspire to do?	Not at all	Neutral	Very much

Is task #7 something you feel obligated to do?	Not at all	Neutral	Very much

Is task #7 something you aspire to do?	Not at all	Neutral	Very much

For this second study, you will be reading about a consumer in a common consumption situation.

At this time, please take out the sheet of paper inside your envelope.

Please see the code at the upper-right corner of the page for the next question.

CLICK ON THE "CONTINUE" BUTTON BELOW.

What is your STUDY 2 CODE?

AT THIS TIME, PLEASE READ THE SCENARIO CAREFULLY.

WHEN YOU HAVE FINISHED READING IT, PLEASE CLICK THE "CONTINUE" BUTTON BELOW.

	Very low likelihood	Low likelihood	Somewhat low likelihood	Neither high nor low likelihood	Somewhat high likelihood	High likelihood	Very high likelihood
How likely is the main character to resist getting the food item?	Very low likelihood	Low likelihood	Somewhat low likelihood	Neither high nor low likelihood	Somewhat high likelihood	High likelihood	Very high likelihood

How likely is the main character to get the food item?	Very low likelihood	Low likelihood	Somewhat low likelihood	Neither high nor low likelihood	Somewhat high likelihood	High likelihood	Very high likelihood

	Not at all influenced by its pleasure/ displeasure	Neutral	Extremely influenced by its pleasure/ displeasure
To what extent is the outcome of the scenario influenced by how pleasurable or unpleasurable getting the food item is to the main character?	Not at all influenced by its pleasure/ displeasure	Neutral	Extremely influenced by its pleasure/ displeasure

	Not at all influenced by rational consideration	Neutral	Extremely influenced by rational consideration
To what extent is the outcome of the scenario influenced by the main character's rational consideration(s) for getting or not getting the food item?	Not at all influenced by rational consideration	Neutral	Extremely influenced by rational consideration

READ: A craving is a motivation to do or get something because it is pleasurable.

READ: The opposite of craving is the motivation to avoid doing or getting something because it is unpleasurable.

	Very weakly motivated to avoid based on its displeasure	Neutral	Very strongly motivated to avoid based on its displeasure
To what extent is the main character motivated to avoid getting the food item?	Very weakly motivated to avoid based on its displeasure	Neutral	Very strongly motivated to avoid based on its displeasure

READ: Wants are a motivation to do or get something because the person considers it rational or reasonable to do.

READ: The opposite of wanting is the motivation to avoid doing or getting something because the person considers it irrational or unreasonable to do.

	Very weakly motivated to avoid based on reason	Neutral	Very strongly motivated to avoid based on reason
To what extent is the main character motivated to avoid getting the food item?	Very weakly motivated to avoid based on reason	Neutral	Very strongly motivated to avoid based on reason

	Not at all	Neutral	Very much
How vividly did you imagine the scenario you read in this study?	Not at all	Neutral	Very much

To what extent did you imagine yourself in the main character's situation?	Not at all	Neutral	Very much

Did the main character's situation seem plausible to you?	Not at all	Neutral	Very much

Read each of the following adjectives carefully and indicate how well they describe you.

	Not at all like me	Not like me	Not really like me	Somewhat like me	Like me	Very much like me
Impulsive	Not at all like me	Not like me	Not really like me	Somewhat like me	Like me	Very much like me

Careless	Not at all like me	Not like me	Not really like me	Somewhat like me	Like me	Very much like me

Self-controlled	Not at all like me	Not like me	Not really like me	Somewhat like me	Like me	Very much like me

Extravagant	Not at all like me	Not like me	Not really like me	Somewhat like me	Like me	Very much like me

Farsighted	Not at all like me	Not like me	Not really like me	Somewhat like me	Like me	Very much like me

Responsible	Not at all like me	Not like me	Not really like me	Somewhat like me	Like me	Very much like me

Restrained	Not at all like me	Not like me	Not really like me	Somewhat like me	Like me	Very much like me

Easily tempted	Not at all like me	Not like me	Not really like me	Somewhat like me	Like me	Very much like me

Rational	Not at all like me	Not like me	Not really like me	Somewhat like me	Like me	Very much like me

Methodical	Not at all like me	Not like me	Not really like me	Somewhat like me	Like me	Very much like me

	Not at all like me	Not like me	Not really like me	Somewhat like me	Like me	Very much like me
Enjoy spending	Not at all like me	Not like me	Not really like me	Somewhat like me	Like me	Very much like me

A planner	Not at all like me	Not like me	Not really like me	Somewhat like me	Like me	Very much like me

	Not at all	Neutral	Very much
I am very restrictive about what I eat.	Not at all	Neutral	Very much

I feel hungry right now.	Not at all	Neutral	Very much

I am currently on a weight loss diet.	Not at all	Neutral	Very much

I am not interested in food right now.	Not at all	Neutral	Very much

	Not at all	Neutral	Very much
I try to anticipate and avoid situations where there is a likely chance of my getting emotionally involved.	Not at all	Neutral	Very much

Experiencing strong emotions is not something I enjoy very much	Not at all	Neutral	Very much

I would rather be in a situation that others have found to be emotional	Not at all	Neutral	Very much

I look forward to situations that I know are less emotionally involving	Not at all	Neutral	Very much

I like to be unemotional in emotional situations	Not at all	Neutral	Very much

I find little satisfaction in experiencing strong emotions	Not at all	Neutral	Very much

I prefer to keep my feelings under check	Not at all	Neutral	Very much

I feel relief rather than fulfilled after experiencing a situation that was very emotional	Not at all	Neutral	Very much

I prefer to ignore the emotional aspects of situations rather than getting involved in them	Not at all	Neutral	Very much

More often than not, making decisions based on emotions just leads to more errors	Not at all	Neutral	Very much

	Not at all	Neutral	Very much
I don’t like to have the responsibility of handling a situation that is emotional in nature	Not at all	Neutral	Very much

	Not at all	Neutral	Very much
My initial impressions of products are almost always right	Not at all	Neutral	Very much

I trust in my initial feelings about products	Not at all	Neutral	Very much

When it comes to choosing products, I can usually rely on my “gut feelings”	Not at all	Neutral	Very much

I believe in trusting my hunches	Not at all	Neutral	Very much

I can usually feel when a product is right or wrong for me, even if I can’t explain how I know	Not at all	Neutral	Very much

	Not at all	Neutral	Very much

	Not at all	Neutral	Very much
I don’t like to have to do a lot of thinking	Not at all	Neutral	Very much

I try to avoid situations that require thinking in depth about something	Not at all	Neutral	Very much

I prefer to do something that challenges my thinking abilities rather than something that requires little thought	Not at all	Neutral	Very much

I prefer complex problems rather than simple problems	Not at all	Neutral	Very much

Thinking hard and for a long time about something gives me little satisfaction	Not at all	Neutral	Very much

	Not at all	Neutral	Very much
If I think something unpleasant is going to happen I usually get pretty “worked up”	Not at all	Neutral	Very much

I worry about making mistakes	Not at all	Neutral	Very much

Criticism of scolding hurts me quite a bit	Not at all	Neutral	Very much

I feel pretty worried or upset when I think or know somebody is angry at me	Not at all	Neutral	Very much

Even if something bad is about to happen to me, I rarely experience fear or nervousness	Not at all	Neutral	Very much

I feel worried when I think I have done poorly at something	Not at all	Neutral	Very much

I have very few fears compared to my friends	Not at all	Neutral	Very much

	Not at all	Neutral	Very much
When I get something I want, I feel excited and energized	Not at all	Neutral	Very much

When I’m doing well at something, I love to keep at it	Not at all	Neutral	Very much

When good things happen to me, it affects me strongly	Not at all	Neutral	Very much

It would excite me to win a contest	Not at all	Neutral	Very much

When I see an opportunity for something I like, I get excited right away	Not at all	Neutral	Very much

	Not at all	Neutral	Very much
When I want something I usually go all-out to get it	Not at all	Neutral	Very much

I go out of my way to get things I want	Not at all	Neutral	Very much

If I see a chance to get something I want, I move on it right away	Not at all	Neutral	Very much

When I go after something I use a “no holds barred” approach	Not at all	Neutral	Very much

	Not at all	Neutral	Very much
I will often do things for no other reasons than that they might be fun	Not at all	Neutral	Very much

I crave excitement and new sensations	Not at all	Neutral	Very much

I’m always willing to try something new if I think it will be fun	Not at all	Neutral	Very much

I often act on the spur of the moment	Not at all	Neutral	Very much

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