I am afraid, so I buy it! The effects of anxiety on consumer assimilation and differentiation needs amongst individuals primed with independent and interdependent self-construal.

Individuals tend to satisfy their assimilation needs by purchasing products that bear a specific group identity. Such products might be preferred when an individual is threatened because anxiety increases affiliative needs. In contrast, individuals might be more attracted to unique-design products w...

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Autores principales:	Dariusz Drążkowski, Maciej Behnke, Lukasz D Kaczmarek
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/b51b30394d7747e881fb318f7626ecd4
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spelling	oai:doaj.org-article:b51b30394d7747e881fb318f7626ecd42021-12-02T20:08:43ZI am afraid, so I buy it! The effects of anxiety on consumer assimilation and differentiation needs amongst individuals primed with independent and interdependent self-construal.1932-620310.1371/journal.pone.0256483https://doaj.org/article/b51b30394d7747e881fb318f7626ecd42021-01-01T00:00:00Zhttps://doi.org/10.1371/journal.pone.0256483https://doaj.org/toc/1932-6203Individuals tend to satisfy their assimilation needs by purchasing products that bear a specific group identity. Such products might be preferred when an individual is threatened because anxiety increases affiliative needs. In contrast, individuals might be more attracted to unique-design products when they feel less anxious. We examined the impact of anxiety on assimilation and differentiation needs amongst consumers primed with independent and interdependent self-construal. We expected that anxiety would produce stronger assimilation needs and show a weaker preference for unique products. In Study 1 (N = 110), we found that individuals in the anxiety-inducing condition decreased their evaluation of unique products and exhibited stronger assimilation needs. Independents who felt anxiety reacted with a reduced preference for group-linked products. Study 2 (N = 102) found that introducing an anxiety-decreasing agent (vanilla scent) after a social identity threat reduced differentiation needs and preference for unique products. Physiological data showed that the social identity threat increased sympathetic arousal, but the vanilla scent did not have a soothing effect on physiological reactivity. Overall, this work showed that both anxiety and vanilla scent reduced consumer need for differentiation. Furthermore, for independents, anxiety reduced assimilation needs. We found novel determinants of assimilation/differentiation needs with implications for advertising and retailing products with a unique design.Dariusz DrążkowskiMaciej BehnkeLukasz D KaczmarekPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 16, Iss 9, p e0256483 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Dariusz Drążkowski Maciej Behnke Lukasz D Kaczmarek I am afraid, so I buy it! The effects of anxiety on consumer assimilation and differentiation needs amongst individuals primed with independent and interdependent self-construal.
description	Individuals tend to satisfy their assimilation needs by purchasing products that bear a specific group identity. Such products might be preferred when an individual is threatened because anxiety increases affiliative needs. In contrast, individuals might be more attracted to unique-design products when they feel less anxious. We examined the impact of anxiety on assimilation and differentiation needs amongst consumers primed with independent and interdependent self-construal. We expected that anxiety would produce stronger assimilation needs and show a weaker preference for unique products. In Study 1 (N = 110), we found that individuals in the anxiety-inducing condition decreased their evaluation of unique products and exhibited stronger assimilation needs. Independents who felt anxiety reacted with a reduced preference for group-linked products. Study 2 (N = 102) found that introducing an anxiety-decreasing agent (vanilla scent) after a social identity threat reduced differentiation needs and preference for unique products. Physiological data showed that the social identity threat increased sympathetic arousal, but the vanilla scent did not have a soothing effect on physiological reactivity. Overall, this work showed that both anxiety and vanilla scent reduced consumer need for differentiation. Furthermore, for independents, anxiety reduced assimilation needs. We found novel determinants of assimilation/differentiation needs with implications for advertising and retailing products with a unique design.
format	article
author	Dariusz Drążkowski Maciej Behnke Lukasz D Kaczmarek
author_facet	Dariusz Drążkowski Maciej Behnke Lukasz D Kaczmarek
author_sort	Dariusz Drążkowski
title	I am afraid, so I buy it! The effects of anxiety on consumer assimilation and differentiation needs amongst individuals primed with independent and interdependent self-construal.
title_short	I am afraid, so I buy it! The effects of anxiety on consumer assimilation and differentiation needs amongst individuals primed with independent and interdependent self-construal.
title_full	I am afraid, so I buy it! The effects of anxiety on consumer assimilation and differentiation needs amongst individuals primed with independent and interdependent self-construal.
title_fullStr	I am afraid, so I buy it! The effects of anxiety on consumer assimilation and differentiation needs amongst individuals primed with independent and interdependent self-construal.
title_full_unstemmed	I am afraid, so I buy it! The effects of anxiety on consumer assimilation and differentiation needs amongst individuals primed with independent and interdependent self-construal.
title_sort	i am afraid, so i buy it! the effects of anxiety on consumer assimilation and differentiation needs amongst individuals primed with independent and interdependent self-construal.
publisher	Public Library of Science (PLoS)
publishDate	2021
url	https://doaj.org/article/b51b30394d7747e881fb318f7626ecd4
work_keys_str_mv	AT dariuszdrazkowski iamafraidsoibuyittheeffectsofanxietyonconsumerassimilationanddifferentiationneedsamongstindividualsprimedwithindependentandinterdependentselfconstrual AT maciejbehnke iamafraidsoibuyittheeffectsofanxietyonconsumerassimilationanddifferentiationneedsamongstindividualsprimedwithindependentandinterdependentselfconstrual AT lukaszdkaczmarek iamafraidsoibuyittheeffectsofanxietyonconsumerassimilationanddifferentiationneedsamongstindividualsprimedwithindependentandinterdependentselfconstrual
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I am afraid, so I buy it! The effects of anxiety on consumer assimilation and differentiation needs amongst individuals primed with independent and interdependent self-construal.

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