Effects of experimentally aroused feelings of undistinctiveness upon valuation of scarce and novel experiences.

Abstract

An experiment was conducted to tost the hypothesis that preferences for scarce experiences relative to plentiful experiences will become more pronounced as feelings of undistinctiveness increase, independent of the expected novelty of the experience. Subjects received bogus test results which described them as either extreme, high, or low in uniqueness, the first independent variable. After obtaining test feedback concerning their uniqueness, subjects were informed that they would be able to spend time in one of four "psychedelic" chambers. The four psychedelic chambers were described as either available or unavailable to others and as producing novel or familiar feelings, the second and third independent variables. Sex of subject was also treated as an independent variable. Subjects indicated their valuation (the dependent variable) of the four different chambers. The hypothesis was confirmed on three different measures of valuation. 1 The experiment was conducted while the authorwas a Canada Council Predoctoral Fellow, and is based, in part, on a doctoral dissertation submitted to the Department of Psychology at Ohio State University in partial fulfillment of the requirements for the PhD degree. The author gratefully acknowledges the imaginative contributions and insightful comments of the dissertation committee:

Scarcity, engagement, and value

“…There has been a rich history of research on the relation between scarcity and value, starting with evidence that scarcity can enhance the value of an object (Brock 1968;Cialdini 1985;Fromkin 1970;Fromkin and Brock 1973;Lynn 1987;Worchel et al 1975;Verhallen 1982;Zellinger et al 1975). It subsequently became clear that scarcity does not only affect the value of desirable things.…”

“…Researchers found support for this claim using consumer products like women's apparel (Fromkin 1970), cookies (Worchel et al 1975) cookbooks (Verhallen 1982), censored desirable materials (Fromkin and Brock 1973;Zellinger et al 1975), and paintings (Lynn 1987). Adding scarcity to positively valenced objects increased their value.…”

Consumer attitudes and intentions toward personalization of fair trade apparel

“…Uniqueness is the need of a person to be different and have a separate identity from others (Fromkin, 1970). Uniqueness theory states that individuals differ in their need for self-uniqueness, but people strive to maintain a moderate level of similarity relative to others (Snyder & Fromkin, 1980).…”

“…One way to exhibit uniqueness is through wearing apparel that displays a distinctive personal identity or by acquiring exclusive consumer products (Brock, 1968;Fromkin, 1970;Snyder, 1992;Tepper & Hoyle, 1996). Consumers who desire unique products purchase new products before others (Burns, 1987(Burns, ,1990Burns & Krampf, 1992;Lynn & Harris, 1997a;McAlister & Pessemier, 1982).…”

“…Uniqueness: Uniqueness is the need of a person to be different and have a separate identity from others (Fromkin, 1970).…”