You deserve it! Are consumers more likely to buy unique products when made to feel special?
Tuesday, July 22, 2014 - 14:30
in Psychology & Sociology
Graduating from college is an important life event often attributed to being smart and working hard. Many people celebrate this milestone achievement by buying themselves an expensive gift or taking a dream vacation. A new study in the Journal of Consumer Research shows that consumers who attribute their successes to internal character traits rather than hard work are more likely to select unique products.