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Master Thesis

What makes the difference? Investigating trendsetters' motivations

Abstract : The current research examines the psychological motivations of consumers and gives new insights into the psychology of fashion opinion leaders and opinion seekers. Furthermore, we offer a first validation of the consumer's need for uniqueness scale in Europe with a mixed European sample, using explanatory factorial analysis. We investigate and relate the three concepts of attention to social comparison information, consumer's need for uniqueness and consumer innovativeness in the framework of fashion. Results are based on 106 subjects who participated in an online questionnaire. The main findings demonstrate that (1) attention to social comparison information was positively related to opinion seeking, while consumer's need for uniqueness was negatively related (2) opinion leadership is positively related to consumer's need for uniqueness, yet fully mediated by fashion innovativeness (3) the validation of the counterconformity motivation scale was successful - contributing to crosscultural authentication of the construct. The presentation of empirical work is followed by the study's design and a discussion about the importance and practicability of the recent findings. Finally, limitations as well as implications for future research in psychology and marketing are presented, in order to get a better understanding of consumer behavior and the role of consumption in people's expression of identity.
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Master Thesis
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https://dumas.ccsd.cnrs.fr/dumas-01108129
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Submitted on : Thursday, January 22, 2015 - 11:23:28 AM
Last modification on : Monday, February 22, 2021 - 3:26:02 PM
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  • HAL Id : dumas-01108129, version 1

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Manuel Kieselmann. What makes the difference? Investigating trendsetters' motivations. Economics and Finance. 2014. ⟨dumas-01108129⟩

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