LATENT VARIABLE MODELS OF NEED FOR UNIQUENESS

The theory of uniqueness has been invoked to explain attitudinal and b ehavioral nonconformity with respect to peer-group, social-cultural, a nd statistical norms, as well as the development of a distinctive view of self via seeking novelty goods, adopting new products, acquiring s carce commodities, and amassing material possessions. Present research endeavors in psychology and consumer behavior are inhibited by uncert ainty regarding the psychometric properties of the Need for Uniqueness Scale, the primary instrument for measuring individual differences in uniqueness motivation. In an important step toward facilitating resea rch on uniqueness motivation, we used confirmatory factor analysis to evaluate three a priori latent variable models of responses to the Nee d for Uniqueness Scale. Among the a priori models, an oblique three-fa ctor model best accounted for commonality among items. Exploratory fac tor analysis followed by estimation of unrestricted three- and four-fa ctor models revealed that a model with a complex pattern of loadings o n four modestly correlated factors may best explain the latent structu re of the Need for Uniqueness Scale. Additional analyses evaluated the associations among the three a priori factors and an array of individ ual differences. Results of those analyses indicated the need to disti nguish among facets of the uniqueness motive in behavioral research.