A Subtle Sense of Specialness Triggers Feelings of Uniqueness

Our research shows that doing something unfamiliar can activate the goal to stand out of the clutter. Unfamiliar actions trigger a goal to be unique and make people choose more unique products. Drawing people’s attention to the source of specialness makes the effect disappear.



Citation:

Jiska Eelen, Kobe Millet, and Luk Warlop (2011) ,"A Subtle Sense of Specialness Triggers Feelings of Uniqueness", 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: 821-822.

Authors

Jiska Eelen, KULeuven, Belgium
Kobe Millet, VU Amsterdam, Netherlands
Luk Warlop, KULeuven, Belgium, Norwegian School of Management, Norway



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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