In contrast with
avoiding negative attributes, custom promotional gifts uk
also embody symbolic meaning related to self presentation. For example, a
figure-hugging pair of jeans in the latest style signals to others that the
wearer appreciates the importance of fashion. To the extent that a consumer
uses the product as a self-presentation tool, an individualized product that
sends the right message attains additional value as compared with a purely
functional product and therefore commands a price premium.
The higher the consumer’s need for positive
self-presentation, the higher his or her willingness to pay a price premium for
these products.
In addition to
their functional and self-presentation benefits, some consumers feel a desire
for unique products for their own sake, rather than for instrumental reasons
related to their benefits. The desire for unique consumer products is defined
as the extent to which consumers hold as a personal goal the acquisition and
possession of consumer goods, services, and experiences that few others
possess. Individualized products, by their very nature, are less likely to be
possessed by the masses. Consumers with a high desire for unique products are
unlikely to find standardized products acceptable and are therefore likely to
pay a premium for a product that is out of the ordinary. It explains why
companies prefer to send custom promotional gifts to their customers.
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