3D 
FAMILIARITY 
KNOWLEDGE 30 
.35 
AESTHETICS 
42 | | 
UTILITY o  — 
.58 
TERRITORIALITY » : 
| 
POSSESSION .56 
ASSERTION a 
1c 
PURCHASE _ 
HISTORY Bgl 
.63 
DESIRE _ 
) 
52 
CRAFTING 
GIFT 
- 
. 28 
Figure 4: Dendroygram for the cluster analysis of the 
explicit judgements of criteria as general arguments. 
Numbers represent the mean absolute differences between the 
most distant criteria in the clusters when the clusters were 
formed. Maximum possible distance is 4.