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A Matter of Taste: Seeking Uniqueness in the Metaverse Consumption

Qing Tang et al.

Journal of the Association for Consumer Research2025https://doi.org/10.1086/734658article
AJG 2ABDC B
Weight
0.41

What the paper says

Consumers are increasingly engaging in the metaverse, offering marketers burgeoning opportunities. The current research shows that consumption in the metaverse, as opposed to the real world, increases consumers’ tendency to seek uniqueness. A pilot study offers preliminary field evidence for this phenomenon. In subsequent experimental studies, we found that consumers are more likely to choose unique products in the metaverse than in the real world (studies 1A and 1B). This effect arises because differences between product options are perceived as more subjective in the metaverse than in the real world (studies 2A and 2B). Providing further support for this account, we show that the greater tendency to seek uniqueness in metaverse consumption is attenuated when the key differentiating attributes of the product are highly objective (study 3). Our findings provide relevant implications for metaverse marketing.

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https://doi.org/https://doi.org/10.1086/734658

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@article{qing2025,
  title        = {{A Matter of Taste: Seeking Uniqueness in the Metaverse Consumption}},
  author       = {Qing Tang et al.},
  journal      = {Journal of the Association for Consumer Research},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1086/734658},
}

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A Matter of Taste: Seeking Uniqueness in the Metaverse Consumption

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Evidence weight

0.41

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.25 × 0.4 = 0.10
M · momentum0.55 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.