Do personality affect scarce product purchase intentions?

What is it about?

This study aims to find empirical evidence between personality traits (authenticity, sense of uniqueness, need for uniqueness) and individual’s preference of scarce products. The results indicate that only authentic living has a statistically significant effect on individuals’ sense of uniqueness. This component of authenticity also has a significant effect on consumers’ desire for scarce and unique products through sense of uniqueness. Significant but moderate level direct effects of sense of uniqueness on purchase intentions and need for uniqueness on purchase intentions were observed in the analysis.

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Photo by Clay Banks on Unsplash

Photo by Clay Banks on Unsplash

Why is it important?

Compared to the extant literature, this study adopts a more comprehensive interpretation of uniqueness, and incorporates authenticity as an antecedent of scarce product purchase intentions.