The Influence of Brand Type on Product Choices: The Mediating Role of Need for Uniqueness
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.
Fields of Study & Subjects
Consumer Behavior in Brand Consumption and Identification
Consumer Perception and Purchasing Behavior
Consumer Retail Behavior Studies
Publication details
- Journal / source
- International Journal of Global Economics and Management
- Volume
- 10
- Issue
- 2
- Pages
- 78–83
- Publication date
- 28 February 2026
- Language
- EN