IDEAS home Printed from
MyIDEAS: Login to save this article or follow this journal

You Like What I Like, but I Don't Like What You Like: Uniqueness Motivations in Product Preferences

  • Caglar Irmak
  • Beth Vallen
  • Sankar Sen
Registered author(s):

    Consumers often gauge their own and others' preferences for products through social comparisons. This research examines the role of consumers' need for uniqueness (CNFU) in two common social comparisons: projection and introjection. Consumers project (i.e., rely on their own preferences to estimate those of others), regardless of their CNFU. However, high-CNFU consumers are less likely than low-CNFU ones to introject (i.e., rely on estimates of others' preferences to gauge their own). Moreover, alleviating the introjection-induced threat to the high-CNFU consumers' self-concept by having them deliberate on their differentness from others increases their likelihood of introjection. Together, these findings confirm our basic contention that the process underlying introjection is more motivational in nature than that underlying projection. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    File Function: link to full text
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Article provided by Oxford University Press in its journal Journal of Consumer Research.

    Volume (Year): 37 (2010)
    Issue (Month): 3 (October)
    Pages: 443-455

    in new window

    Handle: RePEc:ucp:jconrs:v:37:y:2010:i:3:p:443-455
    Contact details of provider:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:37:y:2010:i:3:p:443-455. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.