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How old are you?

Under 20

20 - 24

25 - 29

30 - 34

35 - 40

Over 40

Gender

Female

Male

Highest Education level

Occupation

Do you ever buy books from Amazon?

Please answer the following if you have some online shopping experience with Amazon
Have you read user reviews when you bought online?

Please answer if you have read user reviews
The reviews were helpful to me for making purchase decision generally

Jamie Oliver is a British celebrity chef.
Have you heard of Jamie Oliver?

Yes

No

Do you know his book entitled “Jamie's 30-Minute Meals”?

I have it

I have read it (but don't have it)

I want to read it

I have heard of it/seen it at store

I don't know

Please answer below about Jamie Oliver. If you don’t know him, please tick NA

	Strongly agree	Agree	Neither agree nor disagree	Disagree	Strongly disagree	N/A
Jamie Oliver is wonderful

Jamie Oliver is totally awesome

I have neutral feelings about Jamie Oliver

I love Jamie Oliver!

I have no particular feelings about Jamie Oliver

I’m very attached to Jamie Oliver

Jamie Oliver is the only chef whom I like

When I imagine a chef, I don’t even remember other chefs