Residential Mobility and Uniqueness Seeking

Four studies show that residential mobility predicts desire for uniqueness consumption, and the relative centrality of the personal versus collective self mediates this effect. Moreover, this effect is only observed among people with a tendency to engage in exploratory buying behavior.


Minkyung Koo, Andy Ng, and Shigehiro Oishi (2016) ,"Residential Mobility and Uniqueness Seeking", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 514-515.


Minkyung Koo, University of Illinois at Urbana-Champaign, USA
Andy Ng, University of Illinois at Urbana-Champaign, USA
Shigehiro Oishi, University of Virginia, USA


NA - Advances in Consumer Research Volume 44 | 2016

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