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

Share Proceeding

Featured papers

See More


L4. Attentional Breadth Moderates the Effect of Store Environments on Product Evaluation

Oliver B. Büttner, University of Duisburg-Essen
Benjamin G. Serfas, University of Duisburg-Essen
Daria Euler, University of Duisburg-Essen
Mathias Clemens Streicher, University of Innsbruck, Austria

Read More


Communicating Limited Financial Resources Increases Perceived Trustworthiness and Interpersonal Connection

Grant E. Donnelly, Harvard Business School, USA
Anne Wilson, Harvard Business School, USA
Ashley V. Whillans, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More


Using multi-methods in behavioral pricing research

Haipeng Chen, University of Kentucky, USA
David Hardesty, University of Kentucky, USA
Akshay Rao, University of Minnesota, USA
Lisa Bolton, Pennsylvania 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.