Consumers’ choices between products with different uniqueness duration

Purpose This study aims to introduce the duration of uniqueness, an important dimension unique products. It studies how choices between products with long versus short uniqueness are influenced by interaction pressure and consumers’ need for (NFU). Design/methodology/approach research uses a multi-method approach. A pilot field-study tested novelty importance asking retail professionals predict choice hypothetical consumer. retrospective assessed in product choices, consumers about real recent purchase. Four additional experimental directly hypotheses manipulating measuring or motivations. Findings The showed relevance this professionals. Study 1 revealed that, retrospectively, was considered products, high-NFU under pressure. Studies 2 3 demonstrated that increases tendency high-NFU, but not low-NFU, choose over duration. 4 provided initial evidence process behind effect. 5 considerations when choosing mediated effects. Research limitations/implications results might be affected recall bias lay theories. findings replicated other sources uniqueness. calls further research. Practical implications Results companies marketing they suggest pressure-based appeals can used strategically increase sales decrease Although provides these guidelines, managers should consider ethical strategies. Originality/value is first attempt empirically investigate extant has examined different degrees similar Thus, adds scarce literature studying symbolic benefits. Moreover, although NFU frequently co-exist consumption settings, their joint