Consumers' need for uniqueness: short‐form scale development and cross‐cultural validation

Abstract

PurposeThe purpose of this paper is to develop and validate cross‐culturally a short‐form, consumers' need for uniqueness (CNFU) scale. The length of the original scale (31 items) might have hindered its diffusion in research when questionnaire length and respondent fatigue are major considerations.Design/methodology/approachThe paper uses survey‐based data from Israel, Slovenia, and the Palestinian Authority and uses a combination of statistical techniques, such as EFA, CFA, and structural equation modeling.FindingsIn general, support was found for the cross‐cultural reliability and validity of the new, short‐form CNFU scale.Research limitations/implicationsFuture research can use the short‐form scale with additional confidence in its cross‐cultural reliability and validity.Practical implicationsFirst, since CNFU appears not to be culturally bound, marketers can identify cross‐country segments of high‐CNFU individuals and use standardized marketing campaigns to reach them. Second, marketers of unique products can use the antecedents identified in this study to develop and encourage CNFU. Third, the findings can be used to design advertising campaigns such as by emphasizing the social context of consumption of high‐uniqueness products.Originality/valueAn original and first presentation of a cross‐cultural validation of a parsimonious CNFU scale.

Predicting Smartphone Operating System from Personality and Individual Differences

“…This directly taps into brand and product ownership preferences with a high score indicating that participants had a stronger desire to avoid products bought by the majority of the population. 21 Finally, participants completed an Attitudes Towards the Mobile Phone as a Status Object (ATMPSO) scale. 22 …”

Quem Mexeu no Meu Brinquedo? Investigando os Aspectos Simbólicos que Explicam o Consumo de Brinquedos por Um Grupo de Adultos

“…Esse traço pode remeter ao individualismo, ainda que tenha sido encontrado tanto em sociedades coletivistas quanto individualistas (Hofstede, 2001;Ruvio, Shoham, & Brencic, 2008), porque a necessidade de exclusividade é oriunda do indivíduo e não do grupo social propriamente. Embora essas escolhas algumas vezes diferenciem um indivíduo dos outros, o resultado do consumo e seu simbolismo estão alinhados aos padrões pessoais do indivíduo (Nail, 1986).…”

What Drives Sustainable Luxury Consumption in a Status Driven Society Like India?

“…Studies have found that status seeking consumers are concerned with their peers and use brands to convey status [14]. Griskevicius discussed how people indulge in sustainable luxury just for the sake of status, a desire for status can spur self-sacrifice and present a powerful tool for motivating prosocial and proenvironmental action Need for uniqueness: The theory of consumers' need for uniqueness explains how an individual's need for uniqueness can influence brand responses and the need to be different from others Ryan [15]; [16] through the pursuit of material goods Knight & Kim [17].…”