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Socially Connecting And Socially Distancing Consumer Choices, Cindy Chan
Publicly Accessible Penn Dissertations
Can people use consumption to manage their social relationships? Across three essays, this dissertation explores why and how people make consumer choices that socially connect or distance themselves from others. Essay 1 examines how motives to signal social identity and uniqueness can lead people to make choices that both connect and distance them from other members of their social group. People are often conflicted between wanting to fit in and be different. This research demonstrates how consumers simultaneously satisfy competing motives for group identification and individual uniqueness along different dimensions of choice, thus allowing them to be similar and different ...