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Residential mobility breeds familiarity-seeking
Shigehiro Oishi1, Felicity F Miao, Minkyung Koo
1Department of Psychology, University of Virginia, Charlottesville, VA 22904-4400, USA. soishi@virginia.edu
Journal of Personality and Social Psychology
|August 17, 2011
Summary
High residential mobility in America leads to a preference for familiar chain stores, explaining the uniformity of commercial landscapes. This familiarity-seeking behavior is driven by the anxiety associated with frequent moves.
Area of Science:
- Psychology
- Sociology
- Consumer Behavior
Background:
- American landscapes exhibit surprising uniformity despite a cultural emphasis on individuality.
- Residential mobility is a significant characteristic of American society.
Purpose of the Study:
- To investigate the paradox of landscape uniformity amidst American individualism.
- To explore the role of residential mobility in shaping consumer preferences and landscape characteristics.
Main Methods:
- Conducted five studies examining the relationship between residential mobility and familiarity.
- Analyzed economic and demographic factors influencing national chain store success.
- Assessed individual preferences for familiar versus unfamiliar stores.
- Investigated the impact of a mobility mindset on familiarity effects.
- Examined the mediating role of anxiety in the mobility-familiarity link.
Main Results:
- National chain stores perform better in areas with high residential mobility.
- Individuals with high residential mobility show a preference for familiar national chain stores.
- A residential mobility mindset amplifies the effects of mere exposure and familiarity.
- Anxiety evoked by mobility mediates the relationship between mobility and familiarity-liking.
Conclusions:
- Residential mobility fosters familiarity-seeking and liking, contributing to landscape uniformity.
- The drive for familiarity in mobile populations influences consumer choices and business success.
- Anxiety reduction is a key psychological mechanism linking mobility to a preference for the familiar.
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