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ISSN : 1229-8778
The purpose of this study is to apply a concept of focus of comparison in social psychology to consumer psychology with considering existing two concepts of consumer psychology, social distance and consumers' need for uniqueness(CNFU). The results revealed that general tendency of social comparison that close social distance generates assimilation and far social distance generates contrast was reverified for both ‘self→other’ and ‘other→self’ focus of comparison in this study. Through the results of the study, it can be expected that using proper focus of comparison considering social distance would lead to higher product preference. That is, when consumers conceive that they are similar to comparison object(under a close social distance condition), ‘self→other’ focus of comparison would be better, and when consumers conceive that they are not similar to comparison object(under a far social distance condition), ‘other→self’ focus of comparison would be better. It is also expected that ‘self→other’ focus of comparison would be more proper for consumers who have high level of need for uniqueness and ‘other→self’ focus of comparison is more proper for consumers who have low level of need for uniqueness.
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