Instructions

In this study, we want to know your impression of a particular type of fashion brands. In particular, we are going to ask you questions about a brand that you personally think is cool (i.e., niche cool), a brand that mainstream consumers think is cool (i.e., mass cool), or a brand that is uncool. The survey is also going to ask about your opinions of retailers and some measures about your general values and beliefs.

Please note that some of the questions will ask you about the same ideas as other questions, but will be worded slightly differently -- do not be surprised or upset by this, it is deliberate. So please read each question carefully and respond thoughtfully. There will also be some questions that will be checking if you are paying attention. 

We expect that the survey will take most people about 10 minutes to complete, although response times will vary depending on how quickly you answer the questions. You can stop at any time simply by closing your browser window.

If you complete the survey and take the following two steps, we will thank you by gilding you with Reddit Gold. 

Step 1: leave your username at the end of the survey. 
Step 2: comment on the Reddit post saying that you completed the survey. 

We will gild your comment after we have confirmed that you completed the study. Thanks!

 

To begin the study, click the arrows below.