Antecedents of Consumers’ Desire For Unique Products: a Cross-Cultural Comparison

This research tests the impact of self-construal on the desire for unique consumer products and mediating mechanism through uncertainty-related dimensions and consumer susceptibility to interpersonal influence. Further, using multi-group analysis with mean structures, it reveals paradoxical findings that attest to the cross-cultural differences between cultural values and consumers’ actual behaviors.


Jae Min Jung, Kawpong Polyorat, and Kyeong Sam Min (2015) ,"Antecedents of Consumers’ Desire For Unique Products: a Cross-Cultural Comparison", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 791-791.


Jae Min Jung, California State Polytechnic University-Pomona, USA
Kawpong Polyorat, Khonkaen University, Thailand
Kyeong Sam Min, University of New Orleans, USA


NA - Advances in Consumer Research Volume 43 | 2015

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