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Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
08:27

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Published on: September 27, 2019

Replacement between conformity and counter-conformity in consumption decisions.

Ting-Jui Chou1, En-Chung Chang, Qi Dai

  • 1Department of Marketing, Renmin University of China, Beijing, China.

Psychological Reports
|May 10, 2013
PubMed
Summary
This summary is machine-generated.

Self-esteem influences responses to cognitive dissonance from perceived similarity or uniqueness. Individuals with low self-esteem conform to uniqueness, while high self-esteem individuals embrace counter-conformity.

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Area of Science:

  • Social Psychology
  • Cultural Psychology

Background:

  • Self-esteem, perceived similarity, and uniqueness are key psychological constructs.
  • Cognitive dissonance theory explains discomfort from conflicting beliefs or behaviors.
  • Cultural context significantly shapes self-perception and social behavior.

Purpose of the Study:

  • To examine the interplay of self-esteem, perceived similarity, and uniqueness in generating cognitive dissonance.
  • To investigate whether this dissonance leads to conformity or counter-conformity behaviors.
  • To assess these dynamics within a Chinese cultural context.

Main Methods:

  • Survey methodology involving 408 participants from four major Chinese cities.
  • Measurement of self-perceptions of uniqueness, similarity, cognitive dissonance, and self-esteem.
  • Assessment of conformity and counter-conformity behavioral intentions in response to hypothetical social scenarios (wedding attire).

Main Results:

  • All participants experienced cognitive dissonance when their attire was perceived as extremely similar or dissimilar to others.
  • Low self-esteem individuals experiencing dissonance from uniqueness tended towards future conformity in dress.
  • High self-esteem individuals experiencing dissonance from uniqueness leaned towards future counter-conformity in dress.
  • Both high and low self-esteem individuals experiencing dissonance from similarity indicated a future intention for unorthodox dress.

Conclusions:

  • Self-esteem moderates conformity/counter-conformity strategies used to resolve cognitive dissonance.
  • Perceived social similarity and uniqueness interact with self-esteem to predict behavioral intentions.
  • Findings highlight cultural nuances in self-perception and social adjustment strategies.