• Asia Marketing Journal
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• v.12 no.1
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• pp.31-50
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• 2010

People have competing desires. Hence, people not only chase others' choices due to the need for assimilation but also avoid others' choices due to the need for differentiation. This study attempts to uncover under which conditions consumers assimilate with or differentiate from others' choices. Specifically, the study extends previous research about the effect of others' choices by focusing on the effect of a choice situation (purchase vs. usage) based on the conformity theory and the uniqueness theory. It was found that purchase (vs. usage) situation makes people more conform to others in case of identity-irrelevant product (e.g., USB memory stick). Also, the effect of the choice situation was moderated by the perceived identity-relevance level in case of identity-relevant product (e.g., jeans).

• Journal of Digital Convergence
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• v.12 no.12
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• pp.233-241
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• 2014

This study explore how framing affects the consumer's attitude toward the bundle products. On the basis of the framing theory, response compatibility hypothesis and regulatory focus theory, this study examine the impact of framing on the consumer's choice in multi-alternative set and analyzes the manner in which he/she selects or rejects an alternative. The data obtained from experiment shows that : 1. Consumers focus on the positive attributes of in selection task, however, in rejection task he/she will focus on negative attributes. 2. Consumers are not influenced by prevention framing when he/she selects an alternative however, he/she is not influenced by promotion framing when reject an alternative. Understanding the underlying cognitive process of choosing abd rejecting in multiple alernatives can help marketers to create effective framing strategies for the bundle product.