I am afraid, so I buy it! The effects of anxiety on consumer assimilation and differentiation needs amongst individuals primed with independent and interdependent self-construal

Individuals tend to satisfy their assimilation needs by purchasing products that bear a specific group identity. Such products might be preferred when an individual is threatened because anxiety increases affiliative needs. In contrast, individuals might be more attracted to unique-design products when they feel less anxious. We examined the impact of anxiety on assimilation and differentiation needs amongst consumers primed with independent and interdependent self-construal. We expected that anxiety would produce stronger assimilation needs and show a weaker preference for unique products. In Study 1 (N = 110), we found that individuals in the anxiety-inducing condition decreased their evaluation of unique products and exhibited stronger assimilation needs. Independents who felt anxiety reacted with a reduced preference for group-linked products. Study 2 (N = 102) found that introducing an anxiety-decreasing agent (vanilla scent) after a social identity threat reduced differentiation needs and preference for unique products. Physiological data showed that the social identity threat increased sympathetic arousal, but the vanilla scent did not have a soothing effect on physiological reactivity. Overall, this work showed that both anxiety and vanilla scent reduced consumer need for differentiation. Furthermore, for independents, anxiety reduced assimilation needs. We found novel determinants of assimilation/differentiation needs with implications for advertising and retailing products with a unique design.