Journal
JOURNAL OF CONSUMER PSYCHOLOGY
Volume 22, Issue 3, Pages 418-423Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jcps.2011.06.006
Keywords
Proximity; Need for uniqueness; Affiliation motivation; Consumer choice
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Individuals' physical closeness to one another can either increase or decrease their preference for distinctive products. When individuals perceive their proximity to others to be voluntary, they are likely to interpret it as an indication of their affiliation motivation. Consequently, in a product choice task, they choose options that others consider desirable. When people perceive that their close proximity to others results from circumstances beyond their control, however, they feel that their personal space is violated and experience a need for to express their individuality. In this case, they are more likely to choose products that distinguish themselves from others. (C) 2011 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.
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