The Effects of Perspective Taking on Consumer Uniqueness-Seeking Tendency

Dongjin He, Hong Kong Polytechnic University, Hong Kong
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong
This research shows that incidental perspective-taking experiences lead consumers to become less attracted by unique products in subsequent consumption, compared with those who do not take others’ perspective. Moreover, self-construal moderates this effect, such that the effect is more salient for interdependent consumers.
[ to cite ]:
Dongjin He and Yuwei Jiang (2016) ,"The Effects of Perspective Taking on Consumer Uniqueness-Seeking Tendency", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 735-735.