2013年7月16日星期二

The desire for uniqueness decides that customers prefer customized items more than normal products



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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