Exploring the Need for Uniqueness and Conformity

Two fundamental human drives that govern consumer behavior are the need for uniqueness and conformity (Brewer, 1991). Sometimes, we desire to be unique by buying products that only few others own (e.g., limited editions); other times, we desire to conform by buying products that many others own (e.g., bestsellers; Das, Mukherjee, & Smith, 2018). This dissertation explores how and when to cater to consumers need for uniqueness (Articles I and II) and conformity (Article III). It consists of three empirical articles, each of which is based on behavioral experiments. Article I. This article investigates extensions of mass customization systems that capitalize on customized products often being unique. It hypothesizes that informing consumers that their configured product is and will remain unique satisfies their need for uniqueness and increases their valuation of the product. Evidence from five field, lab, and online experiments strongly supports this hypothesis. The findings also present several boundary conditions to the effect. Article II. This article illumines the barriers to adopting autonomous domestic products and explores how these can be counteracted. It hypothesizes that product valuation is negatively affected when consumers feel threatened in their need for uniqueness. Compelling experimental evidence substantiates this hypothesis and shows that customization attenuates the effect. Article III. This article investigates how social influence affects consumers hedonic product preferences in non-choice situations. It hypothesizes that when consumers are unable to identity-signal in non-choice situations, their need for conformity outweighs their need for uniqueness. Evidence from two tightly controlled experiments powerfully underpins this hypothesis. Overall, the articles contribute to the literature on consumers need for uniqueness and conformity by presenting situations in which either need prevails. Apart from discussing how firms ought to address such needs, this dissertation suggests that they should utilize the potential of customization to cater to consumers need for uniqueness.