Questions
One hundred and seventy five individuals recruited from Amazon’s Mechanical Turk (53.1% female, 46.9% male; MAge = 34.98, SDAge = 11.23) were randomly assigned to assess one of the four product categories. The pretest assessed the extent to which they perceived the products to elicit an approach-avoidance response using the following items (How risky do you perceive the product to be?;
What extent would you pay attention to the message/picture on this product’s packaging to alert you to any harmful or damaging consequences you might experience by using the product; How cautious/vigilant you are when you interact with this product? 1=not at all, 7= very much). We also assessed the extent to which the participants perceived the product to be hedonic (How hedonic do you perceive the product to be? Hedonic is defined as “pleasant and fun, something that is enjoyable and appeals to your senses) and utilitarian (How utilitarian do you perceive the product to be?
STUDY 3
: Participants were told that the study involved the evaluation of a new product line of home sprays. Participants were shown an image of the spray (either cockroach killer or air freshener) with either a handwritten or typewritten font on the product label (see Appendix D for stimuli). They were then asked questions regarding their purchase likelihood, on a 7-point scale (How likely are you to purchase this product?
