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- Title
How Affirmational versus Negational Identification Frames Influence Uniqueness-Seeking Behavior.
- Authors
Jin, Liyin; He, Yanqun; Zou, Deqiang; Xu, Qian
- Abstract
ABSTRACT This research tested the proposition that consumers presenting under a negational identification frame are more likely to choose unique products than when they present themselves affirmationally. Study 1 demonstrated this main effect in a real-choice setting. Study 2 underlined temporary accessibilities to one's desired (undesired) identities when an affirmational (negational) identification frame is adopted. Study 3 further demonstrated that identity valence interacts with identification frames in driving uniqueness-seeking tendency. Additionally, this effect was found to be mediated by self-other distinction in Study 4. The research implications for both the 'what' and the 'how' aspects of identity-driven consumption are discussed.
- Subjects
IDENTIFICATION (Psychology); NOVELTY (Perception); FRAMES (Social sciences); CONSUMER behavior; AFFIRMATIONS (Self-help); CONSUMPTION (Economics) &; psychology; IDENTITY (Psychology); PSYCHOLOGY
- Publication
Psychology & Marketing, 2013, Vol 30, Issue 10, p891
- ISSN
0742-6046
- Publication type
Article
- DOI
10.1002/mar.20653