Antecedents of Consumers’ Desire For Unique Products: a Cross-Cultural Comparison

Jae Min Jung, California State Polytechnic University-Pomona, USA
Kawpong Polyorat, Khonkaen University, Thailand
Kyeong Sam Min, University of New Orleans, USA
This research tests the impact of self-construal on the desire for unique consumer products and mediating mechanism through uncertainty-related dimensions and consumer susceptibility to interpersonal influence. Further, using multi-group analysis with mean structures, it reveals paradoxical findings that attest to the cross-cultural differences between cultural values and consumers’ actual behaviors.
[ to cite ]:
Jae Min Jung, Kawpong Polyorat, and Kyeong Sam Min (2015) ,"Antecedents of Consumers’ Desire For Unique Products: a Cross-Cultural Comparison", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 791-791.