News Consumption on Social Media Induces Distinctiveness Seeking

Findings reveal that the salience of an anonymous crowd on social (vs. traditional) news channels motivates consumers to seek a distinctive self-identity. This tendency is attenuated when they express self-identity by actively engaging (vs. passively reading) news content on the news platform through liking, sharing and commenting on the news.


Jaeyeon Chung and Gita Johar (2017) ,"News Consumption on Social Media Induces Distinctiveness Seeking", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 107-111.


Jaeyeon Chung, Columbia University, USA
Gita Johar, Columbia University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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