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I'll Follow the Minority: The Effects of Sales Level on Purchase Intention of Self-expressive Products.


ABSTRACT: The present study focuses on the naive theory of exclusivity (vs.popularity) triggered by the sales level of self-expressive (vs. functional) products and introduces perceived self-image exclusivity and perceived face threat to explain the effect of self-expressive products' sales levels on consumers' purchase intention. Specially, about 900 young people participated in four experiments, which used T-shirts, pillows, cups, fashion coats and heating blankets as experimental materials. Through four studies, it is found that consumers are more likely to choose self-expressive (vs. functional) products with low sales (vs. high sales) level. In addition, the paper presents a serial mediation effect of perceived self-image exclusivity ? perceived face threat, which can explain the "I will follow the minority" effect of self-expressive products. Finally, the study presents the theoretical and practical significance and future research direction.

SUBMITTER: Wan X 

PROVIDER: S-EPMC6048468 | biostudies-literature | 2018

REPOSITORIES: biostudies-literature

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I'll Follow the Minority: The Effects of Sales Level on Purchase Intention of Self-expressive Products.

Wan Xiaoyu X   Wang Tingyi T   Wu Jifei J  

Frontiers in psychology 20180710


The present study focuses on the naive theory of exclusivity (vs.popularity) triggered by the sales level of self-expressive (vs. functional) products and introduces perceived self-image exclusivity and perceived face threat to explain the effect of self-expressive products' sales levels on consumers' purchase intention. Specially, about 900 young people participated in four experiments, which used T-shirts, pillows, cups, fashion coats and heating blankets as experimental materials. Through fou  ...[more]

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