Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Respondents and Procedure 
 
Respondents were randomly intercepted at a three-day art festival in a college town in the Northeastern 
region of the United States. The art festival is an annual event that draws thousands of visitors from all over the 
country to the college town. 49% of the respondents were female. A typical respondent of our sample was 36 years 
old, with an earned college degree and a household annual income of $100,000. The results of ANOVA analyses 
revealed no demographic biases against our results. Therefore, these variables were dropped from further statistical 
analyses and discussion. 
Respondents were randomly presented with either a cheesecake or sweater scenario. To control for 
potential gender effects, within each scenario, half of the questionnaires identified the protagonist’s gender either as 
a male or female (ie, Mary or Bob).