with a utilitarian goal tend to prefer standardized services. These effects are moderated by their need for uniqueness … consumers’ characteristics, particularly their consumption goals and their need for uniqueness. If the customers focus on … a function of their consumption goal and need for uniqueness. Thus, the present findings refine the current …

that are more mianzi-oriented or show high need for uniqueness. Furthermore, individualism level reinforces the effect of … consumers' need for uniqueness on labeling. This research provides practical implications for enterprises and suggests …

: social desirability, need for uniqueness and status consumption. Self-congruity with a luxury (non-luxury) brand is found to …