After exposure to the manipulations

After exposure to the manipulations, participants filled out the online questionnaire, in which all measures were administered. Perceived product luxury and price expectations were measured using the same items as in Study 2. Participants’ purchase intentions were measured using four items reflecting the extent to which they would like to try the product, buy the prod-uct, buy the magazine if the product were included as a gift, and recommend the product to friends (alpha = 0.83). Finally, trait dominance was measured with the sociable dominance scale developed by Kalma, Visser, and Peeters (1993). This instrument consists of eight items, such as “No doubt I’ll make a good leader,” “I certainly have self-confidence,” and “People turn to me