The Uniqueness Heuristic: a Preference For Unique Options For a Single Goal

Luxi Shen, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
We found that people choose unique options for a single goal and ordinary options for multiple goals. Thus, they prefer uniqueness for either Goal A or Goal B, but not for Goal A+B. We demonstrated this preference reversal in various consumer contexts and explored its underlying explanation.
[ to cite ]:
Luxi Shen and Ayelet Fishbach (2012) ,"The Uniqueness Heuristic: a Preference For Unique Options For a Single Goal", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 246-249.