Consumers' need for uniqueness: Scale development and validation

Consumers acquire and display material possessions for the purpose of feeli ng 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) va ries across individuals to influence consumer responses, we develop and val idate a trait measure of consumers' need for uniqueness. Consumers' need fo r uniqueness is defined as an individual's pursuit of differentness relativ e to others that is achieved through the acquisition, utilization, and disp osition 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. Th e presentation of empirical work is followed by a discussion of how consume rs' need for uniqueness could be used in better understanding consumer beha vior and the role consumption plays in people's expression of identity.