Mufta

Journal of Consumer Research Inc.

Consumers’ Need for Uniqueness: Scale Development and Validation Author(s): Kelly Tepper Tian, William O. Bearden, Gary L. Hunter Source: Journal of Consumer Research, Vol. 28, No. 1 (June 2001), pp. 50-66 Published by: The University of Chicago Press Stable URL: http://www.jstor.org/stable/10.1086/321947 . Accessed: 12/10/2011 05:01
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Consumers’ Need for Uniqueness: Scale Development and Validation
KELLY TEPPER TIAN WILLIAM O. BEARDEN GARY L. HUNTER*
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... [continues]

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