Consumers' need for uniqueness : scale development and validation

Tian, Kelly Tepper, Bearden, William O. and Hunter, Gary L. 2001, Consumers' need for uniqueness : scale development and validation, Journal of consumer research, vol. 28, no. 1, pp. 50-66, doi: 10.1086/321947.

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Title Consumers' need for uniqueness : scale development and validation
Author(s) Tian, Kelly Tepper
Bearden, William O.
Hunter, Gary L.
Journal name Journal of consumer research
Volume number 28
Issue number 1
Start page 50
End page 66
Total pages 17
Publisher University of Chicago Press
Place of publication Chicago, Ill.
Publication date 2001-06
ISSN 0093-5301
Keyword(s) group/interpersonal influence
symbolic consumption/semiotics
Summary Consumers acquire and display material possessions for the purpose of feeling differentiated from other people and, thus, are targeted with a variety of marketing stimuli that attempt to enhance self‐perceptions of uniqueness. Because the pursuit of differentness (or counterconformity motivation) varies across individuals to influence consumer responses, we develop and validate a trait measure of consumers’ need for uniqueness. Consumers' need for uniqueness is defined as an individual’s pursuit of differentness relative to others that is achieved through the acquisition, utilization, and disposition of consumer goods for the purpose of developing and enhancing one’s personal and social identity. Following assessments of the scale’s latent structure, a series of validation studies examines the scale’s validity. The presentation of empirical work is followed by a discussion of how consumers' need for uniqueness could be used in better understanding consumer behavior and the role consumption plays in people’s expression of identity.
Language eng
DOI 10.1086/321947
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 C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2001, by Journal of Consumer Research, Inc.
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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