Measurement items
| Construct | Source | Item wording |
|---|---|---|
| Seven-point Likert scale: 1 = “strongly disagree,” 7 = “strongly agree” | ||
| Self-presence | Adapted from Seo et al. (2017) | SEP1: I felt like this character resembled me |
| SEP2: I felt like I identified with this character | ||
| SEP3: I felt like this character represented something in me | ||
| Self-explorative engagement | Adapted from Huang and Liao (2017) | SE1: I was able to try-on various expressions and poses |
| SE2: I was able to apply my previous try-on experiences to the experience with the virtual product | ||
| SE3: I was able to move the way I would in real life to inspect the product’s fit | ||
| Brand cognitive processing | Adapted from Hollebeek et al. (2014) and McLean and Wilson (2019) | BCP1: I was able to learn about the brand |
| BCP2: I thought a lot about the brand | ||
| BCP3: I was motivated to learn more about the brand | ||
| Seven-point semantic differential scale | ||
| Brand attitude | Adapted from Li et al. (2002) | BA1: Bad/good |
| BA2: Unappealing/appealing | ||
| BA3: I do not like the brand/ I like the brand | ||
| Construct | Source | Item wording |
|---|---|---|
| Self-presence | Adapted from | SEP1: I felt like this character resembled me |
| SEP2: I felt like I identified with this character | ||
| SEP3: I felt like this character represented something in me | ||
| Self-explorative engagement | Adapted from | SE1: I was able to try-on various expressions and poses |
| SE2: I was able to apply my previous try-on experiences to the experience with the virtual product | ||
| SE3: I was able to move the way I would in real life to inspect the product’s fit | ||
| Brand cognitive processing | Adapted from | BCP1: I was able to learn about the brand |
| BCP2: I thought a lot about the brand | ||
| BCP3: I was motivated to learn more about the brand | ||
| Brand attitude | Adapted from | BA1: Bad/good |
| BA2: Unappealing/appealing | ||
| BA3: I do not like the brand/ I like the brand | ||
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