Satisfying Identity-Signaling and Uniqueness Motives Through Consumer Choice

Consumers concerned with conveying social identity may often experience tension between communicating their group membership and communicating what makes them unique. Four studies investigate how people integrate these seemingly opposing motives through consumer choice. We show that these motives are resolved on different levels. At the brand level, consumers often choose brands linked to their social group and this is mediated by how much people want to be associated with that identity. Uniqueness motives, in contrast, often act at the product level. When choosing products from these brands, people with higher needs for differentiation prefer more unique options.



Citation:

Cindy Chan, Jonah Berger, and Leaf Van Boven (2010) ,"Satisfying Identity-Signaling and Uniqueness Motives Through Consumer Choice", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 81-84 .

Authors

Cindy Chan, Cornell University, USA
Jonah Berger, The Wharton School, University of Pennsylvania, USA
Leaf Van Boven, University of Colorado at Boulder, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Handshaking Promotes Deal-Making By Signaling Cooperative Intent

Juliana Schroeder, University of California Berkeley, USA
Jane Risen, University of Chicago, USA
Francesca Gino, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption

Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln

Read More

Featured

The Best of Both Worlds: Androgyny in Consumer Choice

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

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.