The influance of \'Need for Uniqueness\' on defferent context effects

1. The moderating role of consumers’ need for uniqueness on context-dependent choice: ‘The high-quality-focus’

2. ‘Need for uniqueness’ (NFU) Context dependent choice Simonson and Nowlis (2000): The role of explanations and need for uniqueness in consumer decision making: Unconventional choices based on reasons

3. ExamplesCNFU-S Dutch version: Als het gaat om producten die ik koop en de situaties waarin ik ze gebruik, dan heb ik ongewone gebruiken en regels. Hoe gangbaarder een product of merk is onder de bevolking, des te minder geïnteresseerd ik ben in het kopen ervan. Ik houd ervan om de heersende smaak van mensen die ik ken uit te dagen/ te prikkelen, door het kopen van dingen die zij niet zouden accepteren. Snijder and Fromkin (1977): ‘Need for Uniqueness’ (NFU) Tian, Bearden and Hunter (2001): ‘Consumer Need for Uniqueness’ (CNFU) Ruvio, Shoham and Brenčič (2008): ‘Consumer Need for Uniqueness Short-form’ (CNFU-S)

6. Classico ‘Decoy’ Attraction effect

7. Attraction effect

8. 16% 68% 0% 84% 32% Attraction effect

9. C1 C2 Compromise effect

10. (€17,- /month) Compromise effect

11. Compromise effect

12. Indifference curve

13. Based on Mourali, Böchenholt and Laroche (2007):

14. The ‘high-quality-focus’ Interpretation from Simonson and Nowlis (2000) Oudenhooven and Willemsen (2009)

15. H1: People with high CNFU prefer ‘quality’ to ‘price’, relative to people with low CNFU. H2a: On average, people with high CNFU show a smaller compromise effect than people with low CNFU. H2b: People with high CNFU show a smaller compromise effect after the addition of a high quality alternative (ABC1), than after the addition of a low quality alternative (ABC2). H2c: According to the high-quality-focus, the relative difference in choice shares between the high and low quality options of a compromise set is larger for HCNFU than for LCNFU, in favour of the high quality alternative. H3: For people with high CNFU the attraction effect is reduced when a decoy targets the low quality alternative. H4: People with high CNFU, choosing the high quality option, pay less attention to attribute information than those choosing the low quality option, relative to people with low CNFU.

17. Setup designed with MouselabWEB (Willemsen & Johnson, 2008)

18. Choice set AB low quality high quality choice H1: People with high CNFU prefer ‘quality’ to ‘price’, relative to people with low CNFU. Ftime(1,136)= 1,017, ns. Ffrequency(1,136) = 3,485, p < 0,1 tTFT-screen (143) = 3,22, p < 0,05 χ2 (1)= 0,752, ns.

19. Choice set AB Choice set AB low quality high quality choice low qualityhigh quality choice H2a: On average, people with high CNFU show a smaller compromise effect than people with low CNFU. Choice set ABC2 Choice set ABC1 low quality target high quality choice low quality target high quality choice Average ΔPLCNFU = 4,8 Average ΔPHCNFU = -4,1

20. Choice set AB low qualityhigh quality choice H2b: People with high CNFU show a smaller compromise effect after the addition of a high quality alternative (ABC1), than after the addition of a low quality alternative (ABC2). Choice set ABC2 Choice set ABC1 ΔPLCNFU = 4,7 ΔPHCNFU = -8,9 ΔPLCNFU = 4,8 ΔPHCNFU = 0,7 low quality target high quality choice low quality target high quality choice

21. H2c: According to the high-quality-focus, the relative difference in choice shares between the high and low quality options of a compromise set is larger for HCNFU than for LCNFU, in favour of the high quality alternative. Relative shares high quality alternative ABC1 LCNFU: 51,2 % HCNFU: 52,1% Relative shares high quality alternative ABC2 LCNFU: 61,0 % HCNFU: 61,5%

22. Choice set ABD1 Choice set ABD2 low qualitytarget decoy choice decoytarget high quality choice H3: For people with high CNFU the attraction effect is reduced when a decoy targets the low quality alternative. χ2 ABD1(1)= 0,341, ns. χ2 ABD2(1)= 0,890, ns.

23. Choice set ABC2 Choice set ABC1 H4: People with high CNFU, choosing the high quality option, pay less attention to attribute information than those choosing the low quality option, relative to people with low CNFU. Choice set ABC2 Choice set ABC1 Ffrequency(1,85) = 1,936, ns. Ftime(1,85) = 6,300, p < 0,05 Ffrequency(1,85)= 0,076, ns. Ftime(1,85)= 1,336, ns.

24. For people with high CNFU the context effects are reduced The existence high-quality-focus is not confirmed Absolute reference point for compromise sets (for people with HCNFU) Applying CNFU for adaptive websites

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