Food, sex and the hunger for distinction

Journal of Consumer Psychology - Tập 21 - Trang 464-472 - 2011
Jonah Berger1, Baba Shiv2
1Wharton School, University of Pennsylvania, Philadelphia PA 19104, USA
2Stanford Graduate School of Business, Stanford, CA 94305, USA

Tóm tắt

AbstractConsumer preferences are often influenced by the distinctiveness of the options involved, but do needs for distinctiveness display motivational reward properties? Four studies suggest that they do. Activating needs for distinctiveness impacts the desirability of other, seemingly unrelated rewards, and reciprocally, preferences for distinctiveness are impacted by the presence of seemingly unrelated reward stimuli. Further, these cross‐domain spillover effects were moderated by sensitivity to the general reward system and satiated by even seemingly unrelated intervening rewards. These findings shed light on the nature of distinctiveness and its implications for consumer behavior.

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Thông tin xuất bản

Journal of Consumer Psychology

Tập 21

464-472

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