Me, Me, Me: Customization, Uniqueness, and Entitled Behavior

We show that perceived uniqueness (e.g., through customization, advertising claims, etc.) leads to entitled behavior. Entitled individuals are motivated to express their difference, and behavioral consequences can be both negative (e.g., demand higher salary) and positive (e.g., donate more to people in need).


Ulrike Kaiser, Martin Schreier, and Chris Janiszewski (2020) ,"Me, Me, Me: Customization, Uniqueness, and Entitled Behavior", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 857-862.


Ulrike Kaiser, WU Vienna, Austria
Martin Schreier, WU Vienna, Austria
Chris Janiszewski, University of Florida, USA


NA - Advances in Consumer Research Volume 48 | 2020

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