Perceived unfairness increases desire for unique products: The role of need for social status

Consumers often receive unfair treatment during service encounters, such as receiving less monetary compensation than peers, thus inducing perceptions of unfairness. However, no research has yet shown how this perceived unfairness affects consumers' likelihood of choosing unique products. We propose that when consumers feel that they are being unfairly treated in comparison with their group peers, they are more likely to seek unique products. Need for social status is proposed to mediate the above process. Perceived economic mobility is suggested to moderate this effect so that consumers with high (vs. low) economic mobility perception are more (vs. less) likely to choose unique products after being treated unfairly. We demonstrate these effects with six studies. Studies 1a and 1b reveal a positive correlation between chronic fairness deprivation and desire for unique products. Study 2a demonstrates the causal relationship between primed unfairness and desire for unique products and study 2b tests the effects of a set of potential confounds. Study 3 examines need for social status as the underlying mechanism. Study 4 further explores perceived economic mobility as the boundary condition in the above relationship. Companies can benefit from our findings by providing unique products or services to restore consumers' status and buffer negative feelings during such service failures.