Featured Research

from universities, journals, and other organizations

Can consumers 'fit in' yet remain unique?

Date:
May 16, 2012
Source:
University of Chicago Press Journals
Summary:
Most consumers want to fit in while still asserting their individuality -- and they balance these conflicting desires when choosing products, according to a new study.

Most consumers want to fit in while still asserting their individuality -- and they balance these conflicting desires when choosing products, according to a new study in the Journal of Consumer Research.

Related Articles


"Consumers want both to signal their identity with desired groups and to be different from other group members. This research shows how people simultaneously satisfy these apparently conflicting motives in consumer behavior," write authors Cindy Chan, Jonah Berger (both University of Pennsylvania), and Leaf Van Boven (University of Colorado, Boulder). "Is it possible to be similar and different -- at the same time?"

The authors conducted field and laboratory studies to demonstrate how consumers simultaneously satisfy competing desires for group identification and individual uniqueness. They found that participants often satisfy their need to fit in by choosing a brand that represents their in-group, but they differentiate by choosing colors or styles to set themselves apart. "For example, a snowboarder may sport a Burton jacket to identify himself as a snowboarder (rather than a skier), while choosing an unusual pattern to stand apart from other snowboarders," the authors write. Or a fashionable consumer might choose a popular brand handbag in an unusual color.

The experiments showed that participants who were concerned with communicating their social identity were more likely to choose a brand that was preferred by most members of an in-group (but not an undesirable out-group). That was especially true in categories that signify identity, like clothing. On the other hand, people with a strong need for uniqueness preferred less-popular products.

"Our research provides insights into decision making and behavior when there are tensions between motives of assimilation and differentiation, even in situations that may not involve consumption," the authors write. "For example, an employee may desire to both be an integrated team member and have a unique role in the organization. Similarly, elected politicians and their loyal constituents may wish to toe the party line and voice their individual opinions," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Cindy Chan, Jonah Berger, and Leaf Van Boven. Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice. Journal of Consumer Research, October 2012

Cite This Page:

University of Chicago Press Journals. "Can consumers 'fit in' yet remain unique?." ScienceDaily. ScienceDaily, 16 May 2012. <www.sciencedaily.com/releases/2012/05/120516140115.htm>.
University of Chicago Press Journals. (2012, May 16). Can consumers 'fit in' yet remain unique?. ScienceDaily. Retrieved January 29, 2015 from www.sciencedaily.com/releases/2012/05/120516140115.htm
University of Chicago Press Journals. "Can consumers 'fit in' yet remain unique?." ScienceDaily. www.sciencedaily.com/releases/2012/05/120516140115.htm (accessed January 29, 2015).

Share This


More From ScienceDaily



More Science & Society News

Thursday, January 29, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Oxfam Calls for Massive Aid for Ebola-Hit West Africa

Oxfam Calls for Massive Aid for Ebola-Hit West Africa

AFP (Jan. 29, 2015) Oxfam International has called for a multi-million dollar post-Ebola "Marshall Plan", with financial support given by wealthy countries, to help Guinea, Sierra Leone and Liberia to recover. Duration: 01:10 Video provided by AFP
Powered by NewsLook.com
Tesla 'Insane Mode' Gives Unsuspecting Passengers the Ride of Their Life

Tesla 'Insane Mode' Gives Unsuspecting Passengers the Ride of Their Life

RightThisMinute (Jan. 29, 2015) If your car has an "Insane Mode" then you know it&apos;s fast. Well, these unsuspecting passengers were in for one insane ride when they hit the button. Tesla cars are awesome. Video provided by RightThisMinute
Powered by NewsLook.com
Now Bill Gates Is 'Concerned' About Artificial Intelligence

Now Bill Gates Is 'Concerned' About Artificial Intelligence

Newsy (Jan. 29, 2015) Bill Gates joins the list of tech moguls scared of super-intelligent machines. He says more people should be concerned, but why? Video provided by Newsy
Powered by NewsLook.com
Are We Winning The Fight Against Ebola?

Are We Winning The Fight Against Ebola?

Newsy (Jan. 29, 2015) The World Health Organization announced the fight against Ebola has entered its second phase as the number of cases per week has steadily dropped. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins