دانلود مقاله با موضوع انتخاب های مصرف کنندگان بین محصولات با متفاوت مدت زمان منحصر به فرد
در قالب pdf و در 29 اسلاید،قابل ویرایش، شامل:
موضوع به انگلیسی:Consumers’ choices between
products with different
uniqueness duration
بخشی از متن:
Abstract
Purpose – This study aims to introduce the duration of uniqueness, an important dimension of unique
products. It studies how choices between products with long versus short duration of uniqueness are
influenced by the interaction between pressure and consumers’ need for uniqueness (NFU).
Design/methodology/approach – This research uses a multi-method study approach. A pilot fieldstudy
tested the novelty and importance of the research by asking retail professionals to predict the choice of
a hypothetical consumer. A retrospective study assessed the importance of duration of uniqueness in unique
product choices, by asking consumers about a real and recent unique product purchase. Four additional
experimental studies directly tested hypotheses by manipulating pressure and by measuring or manipulating
uniqueness motivations.
Findings – The pilot field-study showed the novelty and relevance of this research for professionals. Study
1 revealed that, retrospectively, uniqueness duration was considered important for the choice of unique
products, by high-NFU consumers under pressure. Studies 2 and 3 demonstrated that pressure increases the
tendency of high-NFU, but not low-NFU, consumers to choose products with long over short uniqueness
duration. Study 4 provided initial evidence for the process behind the effect. Study 5 showed that
considerations of uniqueness duration when choosing mediated the effects.
Research limitations/implications – The results of the pilot field-study and retrospective study might
be affected by recall bias or lay theories. The findings need to be replicated with other sources of pressure and
uniqueness. This calls for further research
