AJLT Food Ordering Study: Survey Instrument

Measure	Question	Range	Scale	Lowest.value	Highest.value
Clip Liking	How much did you like the clip?	1-7	Likert Scale	Strongly Dislike	Strongly Like
Character Liking	How much do you like each of these characters? -Miranda -Charlotte	1-7	Likert Scale	Strongly Dislike	Strongly Like
Personal Normative Belief	Do you think that people should reduce the amount of meat they consume because it is the right thing to do?	Yes/No	Binary	No	Yes
Current Empirical Expectations	Imagine 10 trendsetters. If you had to guess, how many of them are currently reducing the amount of meat they consume?	0-10	Slider	0	10
Normative Expectations	Imagine 10 trendsetters. If you had to guess, how many of them think that other people should reduce the amount of meat they consume because it is the right thing to do?	0-10	Slider	0	10
Future Empirical Expectations	Imagine 10 trendsetters. If you had to guess, in 5 years, how many of them will be reducing the amount of meat they consume?	0-10	Slider	0	10
Intention	Over the next 12 months, how likely are you to reduce the amount of meat you consume?	0-100	Slider	0%	100%
Beliefs	I believe people should limit their meat consumption.	1-7	Likert Scale	Strongly disagree	Strongly agree
Self-Efficacy	If you wanted to, how confident are you in your ability to reduce the amount of meat you consume?	1-5	Likert Scale	Not at all confident	Extremely confident
Perceived Personal Benefit	How much do you think reducing meat consumption would benefit or harm you personally?	1-7	Likert Scale	Would harm me a lot	Would benefit me a lot
Perceived Barriers	Imagine you were going to try to reduce the amount of meat in your diet. How worried would you be about your ability to order food at a restaurant that you would enjoy?	1-5	Likert Scale	Not at all worried	Extremely worried
Perceived Benefits	Imagine reducing the amount of meat in your diet. To what extent do you believe you would experience the following benefits: -Keeping up with current trends -Social benefits (friends and others thinking highly of me) -Appearance (losing weight / clearer skin) -Health benefits (being healthier / better digestion) -Environmental benefit (lower impact on environment)	1-5	Likert Scale	Not at all	A great deal
Information Seeking	Would you like to receive information (e.g., recipes, nutritional information, etc.) on how you can reduce the amount of meat in your diet?	Yes/No	Binary	No	Yes
Normalcy	How normal is it for people to order plant-based substitutes at restaurants these days?	1-7	Likert Scale	Extremely abnormal	Extremely normal