Appendix

Respondents
Respondent 1
Respondent 2
Respondent 3
Respondent 4
Respondent 5
Respondent 6
Respondent 7
Respondent 8
Respondent 9
Respondent 10
Respondent 11
Respondent 12
Respondent 13
Respondent 14
Respondent 15
Average

DVD Easy

DVD Fun

Behavior
DVD
Netflix
Theater
Online
iTunes

Coordinate
(0.33, 2.87)
(2.47, 2.27)
(1.80, 3.93)
(0.87, 1.13)
(-0.93, -0.40)

2
3
3
4
3
2
2
-2
2
-5
-5
-2
3
-3
-2
0.33

3
3
5
5
-1
4
3
3
3
5
4
2
-3
5
2
2.87

Netflix Easy
4
0
3
5
1
-1
5
-3
3
0
3
5
3
5
4
2.47

Netflix Fun

Theater Easy
3
0
5
5
3
-2
5
1
3
2
4
5
-3
0
3
2.27

-2
4
3
3
2
5
1
4
4
-5
4
2
0
3
-1
1.80

Theater Fun
4
4
5
5
4
5
2
5
5
5
5
-1
2
5
4
3.93

Online Easy
0
0
-5
-2
3
5
-5
5
5
5
-2
4
-1
3
-2
0.87

Online Fun
0
0
0
-2
4
5
-5
4
2
5
-2
4
-2
3
1
1.13

iTunes Easy
4
0
-3
2
2
-5
-5
2
4
-5
-5
-5
2
-5
3
-0.93

iTunes Fun
2
0
0
2
3
-5
-5
3
3
-5
-5
-1
-2
2
2
-0.40