A Subtle Sense of Specialness Triggers Feelings of Uniqueness

Jiska Eelen, KULeuven, Belgium
Kobe Millet, VU Amsterdam, Netherlands
Luk Warlop, KULeuven, Belgium, Norwegian School of Management, Norway
Our research shows that doing something unfamiliar can activate the goal to stand out of the clutter. Unfamiliar actions trigger a goal to be unique and make people choose more unique products. Drawing people’s attention to the source of specialness makes the effect disappear.
[ to cite ]:
Jiska Eelen, Kobe Millet, and Luk Warlop (2011) ,"A Subtle Sense of Specialness Triggers Feelings of Uniqueness", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 821-822.