Being Unique Makes Us Similar: How Example Designs and Their Creators Influence How We Customize
Consumers often exhibit choice similarity with close others. However, we find the opposite when customizing products. When consumers encounter close others’ customized products, they perceive that others expressed uniqueness and that they, too, should express uniqueness. Hence, consumers make choices that are dissimilar rather than similar to close others’ choices.
Jennifer K. Lee, Kristin Diehl, and Lisa A. Cavanaugh (2017) ,"Being Unique Makes Us Similar: How Example Designs and Their Creators Influence How We Customize", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 31-35.
Jennifer K. Lee, University of Southern California, USA
Kristin Diehl, University of Southern California, USA
Lisa A. Cavanaugh, University of British Columbia, Canada
NA - Advances in Consumer Research Volume 45 | 2017
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