Does wearing a mask promote consumer uniqueness seeking?

Does wearing a mask promote consumer uniqueness seeking?

As a motivational factor, uniqueness drives individuals to seek and choose unique goods or experiences. The act of wearing masks obscures individuals’ facial features and influences their desire for uniqueness. This study aims to explore how wearing masks promotes individual uniqueness- seeking beha...

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Bibliographic Details
Main Authors:	Yiyuan Liang, Qiushui Peng, Yuqing Yang, Jiayu Wang, Tao Liu
Format:	Article
Language:	English
Published:	Frontiers Media S.A. 2024-04-01
Series:	Frontiers in Psychology
Subjects:	shopping behavior self-perceived uniqueness customization uniqueness seeking marketing strategies
Online Access:	https://www.frontiersin.org/articles/10.3389/fpsyg.2024.1371820/full

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