Abstract
Abstract: The purpose of the current study was to investigate the effect of power state, level of social exclusion, and the individual characteristic of need for uniqueness on consumption choice between viewing Major League Baseball (distinctive option) and the South Korean baseball league (general option) as well as viewing attitudes toward the general option. Binary logistic regression and 2 (power state: high vs. low) x 2 (social state: inclusion vs. exclusion) x 3 (NFU: high vs. medium vs. low) ANOVA were used to test the study hypotheses. Results indicated that first, the need for uniqueness (NFU) influenced the distinctive choice. Second, power states affected the distinctive choice of consumers. Third, individual levels of social exclusion did not yield significant results. Additionally, the interaction effect between power state and social state as well as the interaction effect between power state and the three levels of NFU were significant.
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