Distinguishing consumers' need for uniqueness from individuation and general need for uniqueness

Tian, Kelly Tepper and Bearden, William O. 2002, Distinguishing consumers' need for uniqueness from individuation and general need for uniqueness, in Essays by distinguished marketing scholars of the Society for Marketing Advances, JAI, Amsterdam, The Netherlands, pp.171-198.

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Title Distinguishing consumers' need for uniqueness from individuation and general need for uniqueness
Author(s) Tian, Kelly Tepper
Bearden, William O.
Title of book Essays by distinguished marketing scholars of the Society for Marketing Advances
Editor(s) Woodside, Arch G.
Moore, Ellen M.
Publication date 2002
Series Advances in business marketing and purchasing; v. 11
Chapter number 7
Total chapters 8
Start page 171
End page 198
Total pages 28
Publisher JAI
Place of Publication Amsterdam, The Netherlands
Summary This paper describes the results of five previously unpublished studies designed to investigate the distinctiveness of consumers' need for uniqueness scale (CNFU) from two competing predictors of differentiating behaviors from the psychological literature - individuation and general need for uniqueness. Consumers' need for uniqueness is defined as the trait of pursuing differentness 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. As such, the research offers additional evidence from an extensive program of research regarding the validity of the consumer need for uniqueness scale developed by Tepper, Bearden and Hunter (2000). Specifically, the results of the studies demonstrate that the scale operates distinctively through counterconformity motivation as hypothesized and moderates the effects of situational variables on preferences for differentiating consumer offerings as expected.
ISBN 1849501483
9781849501484
Language eng
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category B1.1 Book chapter
ERA Research output type B Book chapter
Persistent URL http://hdl.handle.net/10536/DRO/DU:30042465

Document type: Book Chapter
Collection: School of Management and Marketing
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