It is not always about brand: Design-driven consumers and their self-expression

Consumers often utilize product design as one of the central means for expressing identity. However, few studies have investigated how consumers leverage product design for self-expression, and how a dominant design preference can influence consumers' self-expression through brands. Drawing upon identity theory, this study examines how design-driven consumers express their personal and social identities. The results suggest that design-dominance among consumers leverages their need-for-uniqueness as a conduit for social identity expression. For consumers with a clear self-concept, expressing uniqueness through product design is weaker. The results also demonstrate that when design-dominance is strong, consumer exhibit a reduced reliance on brands to express their social identity, thus weakening brand loyalty.