14-J: Social Comparison Direction and Its Impact on Consumer Preference For Distinctive Products

Xiushuang Gong, Renmin University, China
Ying Ding, Renmin University, China
Yafeng Fan, Renmin University, China
This paper examines how direction of comparison influences consumer preference for distinctive products. Across two experiments, we show that consumers are more inclined to choose unique products after making upward comparisons than downward comparisons. This effect is mediated by consumer need for uniqueness.
[ to cite ]:
Xiushuang Gong, Ying Ding, and Yafeng Fan (2017) ,"14-J: Social Comparison Direction and Its Impact on Consumer Preference For Distinctive Products", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1029-1029.