A Longitudinal Study of Consumers' Need For Uniqueness on Development of Networks
Based on a longitudinal field study of a college dormitory network, we find that the three components of consumer’s need for uniqueness (CNFU) each play a distinct role in the development of a consumer’s social network. Results suggest the rate of individual’s network growth (perceptual and actual) depends on individual’s CNFU.
Seung Hwan (Mark) Lee and Gail Leizerovici (2011) ,"A Longitudinal Study of Consumers' Need For Uniqueness on Development of Networks", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 279-286.
Seung Hwan (Mark) Lee, University of Western Ontario, Canada
Gail Leizerovici, University of Western Ontario, Canada
NA - Advances in Consumer Research Volume 39 | 2011
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