Tian, Kelly Tepper; Bearden, William O; Hunter, Gary L - In: Journal of Consumer Research 28 (2001) 1, pp. 50-66
Consumers acquire and display material possessions for the purpose of feeling differentiated from other people and, thus, are targeted with a variety of marketing stimuli that attempt to enhance self-perceptions of uniqueness. Because the pursuit of differentness (or counterconformity...