1. When I see a product somewhat different from the usual, I check it out.
2. I am often among the first people to try a new product.
3. I like to try new and different things.

Source: Ailawadi, Neslin, and Gedenk (2001), JM

Personal authenticity seeking

1. I like products that reflect important values I care about.
2. I prefer products and experiences that are in line with my real self.
3. I appreciate products and experiences that show me what is really important in life.
4. Being true to oneself is important when making purchases.

True authenticity seeking

1. I prefer original products to copies or imitations.
2. I make an effort to use original and genuine products whenever possible.
3. I do not like to purchase imitations.
4. If I buy a product, it is important that I buy the original version.

Iconic authenticity seeking

1. I prefer products that are close to the original products.
2. As long as the product resembles the original product, I am satisfied.
3. For me, experiences are authentic as long as they resemble the original one.

Source: Bartsch, Zeugner-Roth, and Katsikeas (2022), JAMS

Creative choice:

1. I often combine possessions in such a way that I create a personal image that cannot be duplicated.
2. I often try to find a more interesting version of run-of-the-mill products because I enjoy being original.
3. I actively seek to develop my personal uniqueness by buying special products or brands.
4. Having an eye for products that are interesting and unusual assists me in establishing a distinctive image.

Unpopular choice:

1. When it comes to the products I buy and the situations in which I use them, I have broken customs and rules.
2. I have often violated the understood rules of my social group regarding what to buy or own.
3. I have often gone against the understood rules of my social group regarding when and how certain products are properly used.
4. I enjoy challenging the prevailing taste of people I know by buying something they would not seem to accept.

Avoidance of similarity:

1. When a product I won becomes popular among the general population, I begin to use it less.
2. I often try to avoid products or brands that I know are bought by the general population.
3. As a rule, I dislike products or brands that are customarily bought by everyone.
4. The more commonplace a product or brand is among the general population, the less interested I am in buying it.

Unique consumption behavior:

1. I have decorative walls in my house like brick stones, plaster walls, etc.
2. I have a wet bar in my kitchen.
3. I have a tattoo on my body.
4. I own a pure-bred cat, dog, or horse.
5. I own a unique collection (knives, stamps, coins, etc.)

Source: Ruvio, Shoham, and Brencic (2008), IMR (based on  Tian, Bearden, and Hunter [2001], JCR)

1. I tend to avoid talking to strangers.
2. I prefer a routine way of life to an unpredictable one full of change.
3. I would not describe myself as a risk-taker.
4. I do not like taking too many chances to avoid making a mistake.
5. I am very cautious about how I spend my money.
6. I am seldom the first person to try anything new.

Source: Sharma (2010), JAMS

1. I am very concerned about low prices, but I am equally concerned about product quality.
2. When shopping, I compare the prices of different brands to be sure I get the best value for my money.
3. When purchasing a product, I always try to maximize the quality I get for the money I spend.
4. When I buy products, I like to be sure that I am getting my money’s worth.

Source: Sharma (2011), JIBS (based on Lichtenstein, Netemeyer, and Burton [1990], JM)