Self-Construals, Consumer Need for Uniqueness, and Self-Brand Congruence

2012 ◽  
Author(s):  
Elina Halonen
Keyword(s):  
Need For Uniqueness ◽  
Brand Congruence

Values and intergroup perceptions of East Germans and West Germans in 1998 1This research was supported by a grant from the German Research Society (We 1106/3-1).

1999 ◽  
Vol 58 (4) ◽  
pp. 263-272
Author(s):  
Jörg Doll ◽  
Michael Dick
Keyword(s):  
Research Society ◽  
Frame Of Reference ◽  
Control Group ◽  
Perceived Similarity ◽  
The West ◽  
Need For Uniqueness ◽  
German Research ◽  
East German ◽  
Experimental Group ◽  
East West

The studies reported here focus on similarities and dissimilarities between the terminal value hierarchies ( Rokeach, 1973 ) ascribed to different groups ( Schwartz & Struch, 1990 ). In Study 1, n = 65 East Germans and n = 110 West Germans mutually assess the respective ingroup and outgroup. In this intra-German comparison the West Germans, with a mean intraindividual correlation of rho = 0.609, perceive a significantly greater East-West similarity between the group-related value hierarchies than the East Germans, with a mean rho = 0.400. Study 2 gives East German subjects either a Swiss (n = 58) or Polish (n = 59) frame of reference in the comparison between the categories German and East German. Whereas the Swiss frame of reference should arouse a need for uniqueness, the Polish frame of reference should arouse a need for similarity. In accordance with expectations, the Swiss frame of reference significantly reduces the correlative similarity between German and East German from a mean rho = 0.703 in a control group (n = 59) to a mean rho = 0.518 in the experimental group. Contrary to expectations, the Polish frame of reference does not lead to an increase in perceived similarity (mean rho = 0.712).

scholarly journals Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers

2021 ◽  
Vol 13 (15) ◽  
pp. 8360
Author(s):  
Lindsay McCoy ◽  
Yuan-Ting Wang ◽  
Ting Chi
Keyword(s):  
Explanatory Power ◽  
Intention To Use ◽  
Fashion Leadership ◽  
Mediating Role ◽  
Need For Uniqueness ◽  
Proposed Model ◽  
The Us ◽  
Multiple Regression Method ◽  
Perceived Consumer Effectiveness ◽  
Sustainability Movement

Apparel rental, also known as collaborative apparel consumption, has created an innovative and popular business model, providing consumers with the ability to focus on using their products instead of ownership. Recent surveys show that sustainability is driving demand and customer loyalty in the US. Among all generations, Gen Z consumers lead the way. To better understand the emerging popularity of apparel rental services among Gen Z consumers who are becoming a major driving force for retail growth and the sustainability movement, this study aimed to identify the factors significantly influencing Gen Z consumers’ intention to use apparel rental services; 362 eligible responses were gathered via a questionnaire survey. The psychometric properties of the proposed model were examined, and the multiple regression method was applied to test the hypotheses. Attitude, subject norms, perceived consumer effectiveness, past environmental behavior, and fashion leadership significantly affected Gen Z consumers’ intentions to use apparel rental services. Attitude plays a mediating role between Gen Z consumers’ environmental knowledge, fashion leadership, need for uniqueness, and their intention to use apparel rental services. The proposed research model exhibited good explanatory power, accounting for 58.6% of the variance in Gen Z consumers’ use intention toward apparel rental services.

Impact of Salesperson Behaviour on Customers Equity in Super Market

2021 ◽  
Vol 14 (1) ◽  
pp. 113-122
Author(s):  
Raju Bhai Manandhar
Keyword(s):  
Social Impact ◽  
Sampling Technique ◽  
Service Experience ◽  
Customer Perception ◽  
Need For Uniqueness ◽  
Revisit Intention ◽  
Impact Theory ◽  
Quasi Experimental ◽  
Management Students ◽  
The Impact

Service marketing focuses on service encounter stimuli, such as the servicescape, employee interactions, the core service, and other customers. The studies that have focused on other customers’ role as a social component of the service environment have led to the development of a comprehensive measure of other customer perception. Thus, based on the social impact theory, attraction theory and the theory of uniqueness, the study analysed the effect of Other Customer Perception (OCP), Need for Uniqueness (NFU and their interaction on service experience and revisit intention by employing a scenario-based quasi-experimental research design with a sample of 127 job holder postgraduate management students using convenient sampling technique. The study employed MANOVA GLM model and concludes that while the impact of consumers’ perceptions of other customers’ similarity does influence service experience of the customers, demonstrating that not only the restaurant itself, but also the entities in the surrounding network such as other customers have an impact on service experience and their revisit intention. Therefore, other customer effect, which works as a basis for service experience and revisit intention, should not be neglected when designing the surroundings in restaurant settings.

scholarly journals The Need for Uniqueness among Gulf Cooperation Council Countries’ Consumers: A Cross-Culture Study

2017 ◽  
Vol 9 (4) ◽  
pp. 29
Author(s):  
Sarah G. Alzahrani ◽  
Lauren Copeland
Keyword(s):  
National Culture ◽  
United Arab Emirates ◽  
Power Distance ◽  
Negative Relationship ◽  
Gulf Cooperation Council ◽  
Cross Culture ◽  
Online Questionnaire ◽  
Need For Uniqueness ◽  
Middle East Countries ◽  
Culture Dimensions

Understanding differences among consumers across varying cultures is of great importance to the success of international retailers. Ignoring the influence of culture and centralized marketing has led to a decline in profits for some international companies. Studying the culture of Middle East countries, particularly the Gulf Cooperation Council Countries (GCCC), Saudi Arabia, United Arab Emirates, Kuwait, Bahrain, Qatar, and Oman, is essential before marketing in these countries. Additionally, the GCCC is one of the top 10 luxury markets in the world. Hofstede model of national culture is crucial for GCCC due to the fact culture norms regarding dress and appearance are nationally adopted. A sample of 170 participants from the GCCC was collected using an online questionnaire of 45 items measuring national culture dimensions and need for uniqueness when shopping for luxury goods. It was found that power distance in all GCCC countries was a significant predictor of having a need for uniqueness, as well as indulgence. Power distance had a positive relationship with the need for uniqueness while indulgence had a negative relationship with the need for uniqueness. For other dimensions, findings indicated that long term vs short term orientation, masculinity, uncertainty avoidance, and individualism were not significant predictors leading to uniqueness. Additionally, the important construct for uniqueness among GCCC consumers is unpopular choice followed by avoiding similarity. Creative choice is less important among the three constructs of uniqueness for GCCC participants. 

Psychological antecedents to customized apparel purchases

2019 ◽  
Vol 23 (1) ◽  
pp. 66-81
Author(s):  
Sukyung Seo ◽  
Chunmin Lang
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Extended Self ◽  
Self Monitoring ◽  
Content Type ◽  
Need For Uniqueness ◽  
Study Results ◽  
Target Consumer

Purpose The purpose of this paper is to determine the influences of consumers’ internal-oriented psychological factors (i.e. self- promotion, need for uniqueness, self-expression and self-monitoring) and external-oriented psychological properties (i.e. social identity and other-directedness) on the perception of customization and the sense of extended-self; further to identify whether the perception of customization and the sense of extended-self lead to purchase intention toward customized apparel products. Design/methodology/approach Data were collected through an online survey among college students in the USA, generating a valid sample size of 338 participants. Factor analysis and Structural Equation Modeling were utilized to test proposed hypotheses. Findings The results indicated that need for uniqueness and self-monitoring were significantly related to consumers’ perception of customization and the sense of extended-self, whereas impacts of self-expression and other-directedness were not significant. Furthermore, the results also confirmed that consumers’ perception of customization and the sense of extended-self were positively associated with purchase intention of customized apparel products. Originality/value This study investigates consumers’ psychological features that influence consumers’ buying intention of customized apparel products, which is the first attempt. The study results are insightful and beneficial for marketers to construct target consumer segmentation under different cultural and social settings.

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