The long-term predictive validity of the consumers' need for uniqueness scale

Tian, Kelly Tepper and McKenzie, Karyn 2001, The long-term predictive validity of the consumers' need for uniqueness scale, Journal of consumer psychology, vol. 10, no. 3, pp. 171-193, doi: 10.1207/s15327663jcp1003_5.

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Title The long-term predictive validity of the consumers' need for uniqueness scale
Author(s) Tian, Kelly Tepper
McKenzie, Karyn
Journal name Journal of consumer psychology
Volume number 10
Issue number 3
Start page 171
End page 193
Total pages 23
Publisher Elsevier
Place of publication New York, N. Y.
Publication date 2001
ISSN 1057-7408
Keyword(s) consumers
shopping behaviours
counterconformity motivation
Summary This research examines the long-term ability of the consumers’ need for uniqueness measure to predict consumers’ valued possessions, shopping behaviors, and experiences. Consumers’ need for uniqueness reflects individual differences in counterconformity motivation (i.e., the pursuit of differentness relative to others) that is manifest in consumer responses. This research reports on 2 longitudinal assessments of the scale's predictive validity using data collected at 4 stages from a consumer mail-survey sample. One year following initial responses to the trait measure, respondents participated in a second survey in which they photographed and rank ordered their valued possessions. In a third survey, the photographs served as cues to obtain responses to ratings of possession benefits and to questions regarding acquisition of the possession. Overall, the results support a number of hypotheses regarding the relation of consumers’ need for uniqueness to salient possession benefits, types of goods comprising consumers’ valued possessions, and shopping behaviors associated with acquiring valued possessions. Two years following initial responses to the trait measure, members of the consumer mail panel completed a fourth survey, indicating their participation in various uniqueness-enhancing consumer activities. Results support the stability and predictive validity of the measure over the 2-year period. Because the design of possessions and endorsed uniqueness-enhancing activities considered in the consumer mail panel studies varied across individuals, an additional study was conducted that demonstrated the scale's ability to predict individuals’ counterconformity responses to the same choice situation.
Language eng
DOI 10.1207/s15327663jcp1003_5
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
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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