The pursuit of optimal distinctiveness and consumer preferences

He, L., Cong, F., Liu, Y. & Zhou, X. (2010). The pursuit of optimal distinctiveness and consumer preferences. Scandinavian Journal of Psychology, 51, 411–417. This article investigates the effect of optimal distinctiveness on consumer product consumption. The authors argue that consumers acquire and display material possessions to restore their optimal levels of distinctiveness. Results showed that placing consumers in a state of low distinctiveness increased desire to acquire distinctive products, whereas perceptions of high distinctiveness reduced desire to acquire such products. Consumers’ desire for distinctiveness‐related products held true for various consumer choices, including willingness to pay more for limited‐edition products and preference for unpopular gifts. This finding has implications for understanding consumer choice in expressing identity.