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http://dx.doi.org/10.5392/JKCA.2017.17.08.422

The Effect of Consumers' Need for Uniqueness (CNFU) on Attitude Formation toward Experience versus Search Attributes of Products  

Choy, Minkyung (서울대학교 경영연구소)
Publication Information
The Journal of the Korea Contents Association / v.17, no.8, 2017 , pp. 422-434 More about this Journal
Abstract
The influence of information on other's preference on one's attitude formation can vary with consumer's uniqueness motive and product attributes. When high-CNFU individuals are given the information on the preference of others toward an experience attribute, the uniqueness aspect of their self-identity is aroused. As conforming to others' preference causes concern that their uniqueness-related self-esteem is threatened, they contrast away from the majority. On the other hand, they form their attitude toward search attributes regardless of the preference of others. In contrast, for low-CNFU individuals, knowing the majority's choice of experience attributes does not arouse the uniqueness aspect of their self-identity and not threaten their self-esteem. Thus, they tend to conform to the majority regardless of the type of product attributes. This study suggests whether or not the attribute signals the identity of a person as another criterion that distinguishes experience and search attributes. The results imply that when targeting a consumer with a strong desire for uniqueness, it would be more effective for a company to develop features that are not popular.
Keywords
Experience Attribute; Search Attribute; Consumer's Need for Uniqueness(CNFU); Self-Identity;
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Times Cited By KSCI : 2  (Citation Analysis)
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