Power distance belief and the desire for uniqueness

Consumers have a fundamental need to be somewhat different from others, which can be satisfied by possessing unique products. However, seldom does research examine unique product purchases from a cultural perspective. This article investigates how power distance belief (PDB) affects consumers’ desire for uniqueness. We propose that PDB can increase consumers’ desire for unique products via social comparison motives. This effect is attenuated when consumers are in an uncertain environment. We demonstrate these effects with five studies. Study 1a reveals a positive correlation between chronic PDB and consumers’ desire for unique products. Study 1b primes PDB to establish a causal relationship between PDB and consumers’ desire for unique products. Study 1c rules out an alternative explanation (i.e., self-construal) for the above relationship. Study 2 examines the mediating role of social comparison motives. Study 3 explores uncertainty towards one’s environment as the boundary condition for the above relationship. Implications for research and practice are discussed.