Multiple Routes to Self- versus Other-Expression in Consumer Choice

Abstract

Studies of consumer decision making often begin with the identification of a dimension on which options differ, followed by an analysis of the factors that influence preferences along that dimension. Building on a conceptual analysis of a diverse set of problems, the authors identify a class of related consumers choices (e.g., extreme vs. compromise, hedonic vs. utilitarian, risky vs. safe) that can all be classified according to their levels of self- versus other-expression (or [un]conventionality). As shown in four studies, these problem types respond similarly to manipulations that trigger or suppress self-expression. Specifically, priming self-expression systematically increases the share of the self-expressive options across choice problems. Conversely, expecting to be evaluated decreases the share of the self-expressive options across the various choice dilemmas. In addition, priming risk seeking increases only the choice of risky gambles but not of other self-expressive options. These findings highlight the importance of seeking underlying shared features across different consumer choice problems, instead of treating each type in isolation.

To whom and when to give: Effects of intimacy and obligation on expressive motives, gift choice, and information search in gift giving

“…However, other research on consumer behavior could help us answer these questions. According to existing literature, consumers tend to use hedonic products as a means to express their wants and tastes (Maimaran & Simonson, ). Consumers try to purchase products with unique traits when they want to express themselves differently from other people.…”

“…Consumers try to purchase products with unique traits when they want to express themselves differently from other people. Therefore, they tend to purchase hedonic products (Maimaran & Simonson, 2011;Whitley, Trudel, & Kurt, 2018). Meanwhile, consumers try to purchase products that are similar to others' choices so that they are less likely to receive criticism when they want to conform to society and feel a sense of belonging (Baumeister, 1982).…”

Political conservatism and variety‐seeking

“…It is important to note that self‐expression is not the same as uniqueness‐seeking: a desire for self‐expression might manifest itself as either uniqueness‐seeking or conformity‐seeking, depending on the individual's personal preferences and values. In contrast, other‐expression (rather than self‐expression) is the act of conforming to a social norm (Maimaran & Simonson, 2011). We propose that the desires for self‐expression and other‐expression (i.e., conformity‐seeking) are independent, and as such may exert independent influences on variety‐seeking.…”

The Color of Choice: The Influence of Presenting Product Information in Color on the Compromise Effect

“…Consumer motivation theory suggests that consumers have two important, but often conflicting, motivations that they endeavor to balance when decision-making, the needs for uniqueness and conformity (Hornsey and Jetten 2004;Nail 1986;Tian, Bearden, and Hunter 2001;Maimaran and Simonson, 2011). Our main theoretical contribution is that using different colors to present option-related information partially satiates the need for uniqueness, thus amplifying the need for conformitychoosing the middle optionand hence increasing the compromise effect.…”