In Pursuit of Being Different
This study assumes that individuals’ desires for autonomy as well as concessions to conformity inform consumers’ attempts to create consumption styles that are different. Our interpretive study investigates into willful ignorance, non non-conformity, and defamiliarization practices of Anders-sein–a hybrid but distinct form of identity construction via fashion and lifestyle.
Andrea Hemetsberger and Ralf Weinberger (2012) ,"In Pursuit of Being Different", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 502-509.
Andrea Hemetsberger, University of Innsbruck, Austria
Ralf Weinberger, University of Innsbruck, Austria
NA - Advances in Consumer Research Volume 40 | 2012
Bundle Variety and Preference: A Neuromarketing Study Using Event-Related Potentials
Ruyi Qiu, Tsinghua University
Xiaoang Wan, Tsinghua University
Sustainable Luxury: a Paradox or a Desirable Consumption?
Jennifer Jung Ah Sun, Columbia University, USA
Silvia Bellezza, Columbia University, USA
Neeru Paharia, Georgetown University, USA
Assuming Ordinality: Best-to-Worst Inferences in Vertical Lists
Mathew S. Isaac, Seattle University
SHAILENDRA PRATAP JAIN, University of Washington, USA