The Influence of Brand Type on Product Choices: The Mediating Role of Need for Uniqueness

Junjie Hong

doi:10.62051/ijgem.v10n2.10

Authors

Junjie Hong

DOI:

https://doi.org/10.62051/ijgem.v10n2.10

Keywords:

Brand type, Luxury, Need for uniqueness, Product choice, Aesthetics

Abstract

This study investigates how brand type (luxury vs. non-luxury) influences consumer product choices between attractive and ugly designs. We propose that for non-luxury brands, consumers exhibit a stronger preference for attractive products, while for luxury brands, choices between attractive and ugly products show no significant difference. Need for uniqueness serves as a mediator in this relationship. Drawing on Customers' need for uniqueness theory and aesthetics literature, we develop a theoretical framework and hypotheses. The findings contribute to understanding aesthetic paradoxes in luxury consumption.

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