Original Research ARTICLE
I’ll Follow the Minority: The Effects of Sales Level on Purchase Intention of Self-Expressive Products
- 1Chongqing University of Posts and Telecommunications, China
- 2Business School, Sun Yat-sen University, China
The present study focuses on the naive theory of exclusivity (vs. popularity) triggered by the sales level of self-expressive (vs. functional) products and introduces perceived self-image exclusivity and perceived face threat to explain the effect of self-expressive products’ sales levels on consumers’ purchase intention. Specially, about nine hundred young people participated in four experiments, which used T-shirts, pillows, cups, fashion coats and heating blankets as experimental materials. Through four studies, it is found that consumers are more likely to choose self-expressive (vs. functional) products with low sales (vs. high sales) level. In addition, the paper presents a serial mediation effect of perceived self-image exclusivity → perceived face threat, which can explain the "I will follow the minority" effect of self-expressive products. Finally, the study presents the theoretical and practical significance and future research direction.
Keywords: Naive theory, self-expressive products, perceived self-image exclusivity, perceived face threat, purchase intention
Received: 13 Mar 2018;
Accepted: 13 Jun 2018.
Edited by:Douglas F. Kauffman, Independent researcher
Reviewed by:Yufang Zhao, Southwest University, China
Andrea Scalco, University of Aberdeen, United Kingdom
Copyright: © 2018 Wan, Wang and Wu. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: PhD. Jifei Wu, Sun Yat-sen University, Business School, Guangzhou, China, firstname.lastname@example.org