A Matter of Taste: Seeking Uniqueness in the Metaverse Consumption

Why It Matters

As more consumers spend time and money in the metaverse, understanding how virtual environments shape purchasing decisions is critical. New research reveals that consumers behave differently in the metaverse — especially when it comes to standing out.

Key Takeaways

• Consumers are more likely to choose unique products in the metaverse than in the real world.
• This is because product differences are perceived as more subjective in virtual environments.
• Businesses can leverage this by emphasising uniqueness in their metaverse offerings.

 

The Virtual Pull of Personal Taste

The metaverse is no longer a futuristic fantasy — it’s a thriving digital marketplace where people socialise, play, and shop through avatars. Whether it’s designer outfits, virtual sneakers, or digital cars, consumers are spending serious money on virtual goods. Yet, what makes a person choose one product over another in this intangible world?

Researchers Qing Tang, Xun (Irene) Huang, and Kuangjie Zhang found that consumers are significantly more inclined to seek out unique products in the metaverse. Their studies show that when buying virtual goods, people are less concerned about popular choices and more interested in what reflects their personal taste.

To test this, the researchers began with a real-world case. They analysed Nike Air Force 1 sneakers — both physical and digital versions — and found that uniqueness boosted prices in the metaverse, but not in the physical world. This suggested that virtual consumers value standing out more than blending in.

Why Uniqueness Matters More Online

The researchers then explored why the metaverse seems to push people towards uniqueness. Across multiple experiments, they discovered that product differences in the metaverse are perceived as more subjective. Without the ability to touch, test, or compare physical features, consumers rely more on personal preference than objective quality.

In one experiment, participants had to choose between two backpacks — one popular, the other marketed as unique. When shopping for themselves in the real world, many chose the popular option. But when shopping for their avatar in the metaverse, more participants picked the unique design.

In other experiments involving T-shirts and sunglasses, the researchers again observed that consumers exhibited stronger preferences for more unique options in the virtual settings. This behaviour was not driven by anonymity, fear of judgement, or sensory stimulation — it was clearly tied to how subjective the product differentiations were perceived to be.

When Uniqueness Doesn't Count

Importantly, the researchers also found the limits of this effect. In cases where product differences were clearly objective — like engine power or speed in cars — consumers in the metaverse were less likely to prioritise uniqueness. This suggests that when there’s a clear “better” choice based on facts, consumers revert to more conventional decision-making, even in virtual environments.

Still, when differences are based on personal taste — such as colour or design — shoppers in the metaverse lean towards standing out. That’s a crucial insight for marketers who might assume that strategies from the physical world will apply equally in virtual spaces.

Business Implications

This research offers timely lessons for brands entering or expanding their presence in the metaverse. If your product relies on subjective appeal — think fashion, art, or personal accessories — then promoting uniqueness should be front and centre.

Brands might consider limited editions, bold designs, or collaborative collections that emphasise individuality. For instance, Coca-Cola’s recent venture into metaverse fashion used vibrant digital outfits to draw attention. These products stood out precisely because they broke away from conventional expectations.

At the same time, brands should be cautious about relying too heavily on product rankings or performance metrics. In the real world, showing that a product is the most popular can drive sales. But in the metaverse, consumers may actively avoid the most common option to assert their individuality.

As the metaverse evolves to include multi-sensory products like virtual fragrances and foods, businesses will need to think creatively about how to market taste, smell, and feel — qualities that are harder to rank and more open to personal interpretation.

 

Authors & Sources

Authors: Qing Tang (Hong Kong Baptist University), Xun (Irene) Huang (Nanyang Technological University) Kuangjie Zhang (Nanyang Technological University)

Original Article: Journal of the Association for Consumer Research

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