Trendy Or "Timeless"? the Effect of Need For Uniqueness and Pressure on Choice

Need for uniqueness (NFU) and pressure interact to affect choices between timeless and trendy products, through reliance on different information. High-NFU consumers under high (vs. low) pressure focus more on the benefit of uniqueness duration (vs. a “trendy is unique” intuition). Thus, they tend to choose timeless (vs. trendy) products.


Susan Calderon, Antonios Stamatogiannakis, and Dilney Gonçalves (2017) ,"Trendy Or "Timeless"? the Effect of Need For Uniqueness and Pressure on Choice", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 545-546.


Susan Calderon, IE University, Spain
Antonios Stamatogiannakis, IE University, Spain
Dilney Gonçalves, IE University, Spain


NA - Advances in Consumer Research Volume 45 | 2017

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