A subset of the original study on consumers’ willingness to pay for “luxury food” by Hartmann et al. (2016, 2017). The part of the dataset we examine consists of 821 observations of 44 Likert-type items on eating and shopping habits, diet styles, price, and luxury statements in general. One such item is, for example, “I associate a high price in food with particularly good quality”, with coding scheme −2 = ‘strongly disagree’, . . . , +2 = ‘fully agree’. The coding scheme of the remaining items is similar and given in the file luxfood_description.pdf. The last column contains the response of interest in our analysis, which pertains to whether participants would be willing to pay a higher price for a food product that they associate with luxury (v_60), measured again on the ordinal −2 to +2 scale. References Hartmann, L. H., Nitzko, S., and Spiller, A. (2016). The significance of definitional dimensions of luxury food. British Food Journal, 118(8), 1976–1998. Hartmann, L. H., Nitzko, S., and Spiller, A. (2017). Segmentation of german consumers based on perceived dimensions of luxury food. Journal of Food Products Marketing, 23(7), 733–768 Hoshiyar, A. and Gertheiss, J. (2023). Fusion, Smoothing and Model Selection for Item-on-Item Regression. Proceedings of the 37th International Workshop on Statistical Modelling, Dortmund, Germany, 133–138. Hoshiyar, A., Gertheiss, L.H. and Gertheiss, J. (2023). Regularization and Model Selection for Item-on-Items Regression with Applications to Food Products’ Survey Data. Preprint on Arxiv.