The Uniqueness Heuristic: a Preference For Unique Options For a Single Goal

We found that people choose unique options for a single goal and ordinary options for multiple goals. Thus, they prefer uniqueness for either Goal A or Goal B, but not for Goal A+B. We demonstrated this preference reversal in various consumer contexts and explored its underlying explanation.



Citation:

Luxi Shen and Ayelet Fishbach (2012) ,"The Uniqueness Heuristic: a Preference For Unique Options For a Single Goal", 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: 246-249.

Authors

Luxi Shen, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

D9. Consumption Closure as a Driver of Positive Word of Mouth

Christina Saenger, Youngstown State University
Veronica Thomas, Towson University

Read More

Featured

Saving for Experiences Versus Material Goods

Grant E. Donnelly, Harvard Business School, USA
Masha Ksendzova, Boston University, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

My Money is Yours, but My Time is Still Mine: Inseparability of Consumption from the Self Increases Control and Giving

John P. Costello, Ohio State University, USA
Selin A. Malkoc, Ohio State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.