The Role of Uniqueness Motivations in Social Comparison Processes

Caglar Irmak, University of South Carolina
Beth Antonuk Vallen, Loyola College, Maryland
Sankar Sen, Baruch College
This research takes a motivational perspective on social comparison processes to examine the moderating role of individuals’ need for uniqueness (NFU) in the extent to which they project their own appraisals of new products to others’ versus project others’ appraisals of such items to their own. The findings of three experiments demonstrate that while both high and low NFU individuals use their own appraisals to predict those of others, high NFU individuals are less likely than low NFU ones to base their own appraisals on estimates of others’. These findings are explained in terms of perceived threats to identity resulting from the reference point of social comparison processes.
[ to cite ]:
Caglar Irmak, Beth Antonuk Vallen, and Sankar Sen (2008) ,"The Role of Uniqueness Motivations in Social Comparison Processes", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 765-766.