Consumers' Need for Uniqueness: Scale Development and Validation

Abstract

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Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice

“…By providing options associated with both an in-group and an out-group, we intended to heighten the salience of between-group comparisons, thus providing an opportunity to differentiate by contrasting against an out-group. Participants also completed the Consumer Need for Uniqueness scale (Cronbach's a p .91; Tian et al 2001). Results corroborate the findings of study 2.…”

“…Finally, the 35 returning members of clubs A and B completed the Consumer Need for Uniqueness scale (Cronbach's a p .95; Tian et al 2001). This provided a trait measure of each individual's motive to achieve differentiation through consumer goods.…”

“…People want to be at least somewhat unique (see Lynn and Snyder 2002 for a review) and being too similar to others can generate a negative emotional reaction (Snyder and Fromkin 1980). People with higher needs for uniqueness prefer products that are more scarce or differentiated (Lynn and Harris 1997;Tian et al 2001). And situational factors can activate people's desires to make different choices or distinguish themselves from those around them (Ariely and Levav 2000;Fishbach, Ratner, and Zhang 2011;Maimaran and Wheeler 2008).…”

“…At the same time, people also want to be different. They purchase shirts with distinctive logos to set them apart from the masses or wear designer suits when they want to stand out for an important interview (Snyder and Fromkin 1980;Tian, Bearden, and Hunter 2001). How do these conflicting motives for similarity and difference combine to drive consumer choice?…”

Factors Affecting Impulse Buying toward Fashion Products in Ho Chi Minh City — A Mediation Analysis of Hedonic Purchase

“…In a study implemented by [20], consumer's need for uniqueness is defined as "the trait of pursuing differences relative to others through the acquisition, utilization, and disposition of consumer goods for the purpose of developing and enhancing one's self-image and social image". Therefore, consumer's need for uniqueness is claimed to be associated with products which have some symbolic meanings to enhance individual's self and social image as an expression of uniqueness.…”