The influence of optimal social identities on consumption in public and private contexts.
Optimal distinctiveness theory posits that individuals attempt to strike a balance between assimilation and distinctiveness in maintenance of optimal social identities. Individuals can achieve this by modifying their buying decisions and adopting or avoiding popular choices of products. They may fur...
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| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2011
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/44306 |
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| Institution: | Nanyang Technological University |
| Language: | English |