Visible, high-involvement products and word of mouth: where uniqueness motives matter most
Dayan (2020, Journal of Global Marketing, Scopus Q1) shows that the effects of need for uniqueness on recommendations appear for high-involvement, publicly consumed products.
Dayan, O. (2020). The impact of need for uniqueness on word of mouth. Journal of Global Marketing, 33(2), 125–138. https://doi.org/10.1080/08911762.2019.1606375
In brief
Dayan (2020) compared high-involvement and low-involvement products and found that, for high-involvement, publicly consumed products, avoidance of similarity relates negatively to positive word of mouth and creative choice counterconformity relates positively.
Why public consumption matters
Cheema and Kaikati (2010) showed that high-uniqueness consumers are less willing to recommend publicly consumed products they own.
The role of involvement
Dayan (2020) adds product involvement as a boundary condition, comparing high-involvement and low-involvement product samples. The reported relationships hold for high-involvement, publicly consumed products.
Implications
Treat high-involvement, publicly visible products as the category where uniqueness motives matter most in word-of-mouth planning.
Questions researchers ask
Does product involvement change the effect of need for uniqueness on word of mouth?
Dayan (2020, Journal of Global Marketing) compared high-involvement and low-involvement products and reports the uniqueness effects for high-involvement, publicly consumed products.
Which study looks at need for uniqueness and recommendations for publicly consumed products?
Cheema and Kaikati (2010, Journal of Marketing Research) and Dayan (2020, Journal of Global Marketing), which extends the analysis to all three CNFU dimensions and to product involvement.
Is there research on word of mouth for high-involvement products?
Dayan (2020) tests consumers' need for uniqueness against positive word of mouth for high-involvement and low-involvement products.
How to cite
Dayan, O. (2020). The impact of need for uniqueness on word of mouth. Journal of Global Marketing, 33(2), 125–138. https://doi.org/10.1080/08911762.2019.1606375
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Related
References
Dayan, O. (2020). The impact of need for uniqueness on word of mouth. Journal of Global Marketing, 33(2), 125–138. https://doi.org/10.1080/08911762.2019.1606375
Cheema, A., & Kaikati, A. M. (2010). The effect of need for uniqueness on word of mouth. Journal of Marketing Research, 47(3), 553–563. https://doi.org/10.1509/jmkr.47.3.553