The positive influence of need for uniqueness on clothing swapping is also confirmed. This research investigates the interaction between a very common task, explaining decisions, and an individual difference, need for uniqueness nfu, on buyer. It was found that consumers need for uniqueness has three dimensions, creative choice counterconformity, unpopular choice counterconformity and avoidance of similarity, in the concept of a hatue couture brand. Validation of french versions of the need for uniqueness nfu. Need for status was measured with a scale from eastman et al. Organisms can live without perception, but such a life would be like that of a tree, for example, unaware of surroundings and victim of unfavorable environment without being able to modify. They proposed need for uniqueness theory to state that people are motivated to maintain a sense of specialness. Along with lantian, the research was coauthored by dominique muller, cecile nurra, and karen m. Clothing and textiles research journal, 184, 227236. The role of explanations and need for uniqueness in consumer. Individual differences in the pursuit of selfuniqueness through. Individual differences in the pursuit of selfuniqueness through consumption. Welsh art scale, unconventional rather than popular word. The purpose of this paper is to conduct a fivecountry study of consumers need for uniqueness cnfu and examine its research and practical implications.
This research espouses the term uniqueness to circumvent the connotative qualities of abnormality and deviance, i. Armstrong ed d, rn, faan professor, texas tech university health sciences center school of nursing, ttuhighland lakes, marble falls, tx, usa jana c. This paper investigates whether east asians are more likely than westerners to purchase a brand presented as a best. The impact of need for uniqueness, loyalty proneness, and.
Studies find the need to feel unique is linked to belief in. This research examines the psychosocial cost associated with positive word of mouth wom, which can decrease the uniqueness of possessions and thus harm high uniqueness consumers pilot study. Examining need for uniqueness in emerging markets emerald. The effect of need for uniqueness on word of mouth article pdf available in journal of marketing research 473 january 2010 with 1,168 reads how we measure reads.
Consumers need for uniqueness is grounded in snyder and fromkins 1980 uniqueness theory, which manifests itself in the individuals pursuit of material goods to differentiate themselves from others tian etal. Individual differences in the pursuit of self uniqueness through consumption. The need for uniqueness may vary across differing situations and persons. We found that the tendency to believe in conspiracy theories was associated with the feeling of possessing scarce information about. Welsh art scale, unconventional rather than popular word associations, and consensually. But, for several days, my very iden tity was bound up in its redness. Mar 15, 2014 need for uniqueness scale your scores are. Uniqueness definition uniqueness involves a persons distinctiveness in relation to other people. Customers need for uniqueness theory versus brand congruence. Dollinger 2003 found that greater need for uniqueness was associated with higher scores on the creative behavior inventory. Therefore, when consumers believe that their actions will have the desired consequences, they have the added incentive to engage in those actions. Social media brands may experience a lack of competitiveness and attraction due to the silent negative increase of customers need for uniqueness nfu.
Need for uniqueness and belief in conspiracy theories 3 i know things they dont know. This paper addresses the relevance of the psychological concept termed need for uniqueness nfu in the tourism context, for which the lack of its theoretical examination and empirical verification is evident. Such uniqueness can reflect actual behaviors or a persons perceptions regarding his or her differences. Data were analyzed using descriptive statistics and analysis of variance. Consumers need for uniqueness may fit into an overarching theory of the role that consuming material goods plays in peoples sense of identity cf. The effect of need for uniqueness on word of mouth by amar. Pdf the need for uniqueness nfu represents the extent to which an individual is motivated to appear special and different from others. This study explores the consumers need for uniqueness and purchase perception of fast fashion cobrands, which also relates to the consumers satisfaction and welfare. Scarcity appeal in advertising exploring the moderating roles of need for uniqueness and message framing abstract in this paper we examine the differences in the impact of message framing and scarcity appeal types in advertisements on the consumers with varying levels of need for uniqueness nfu.
Sweeney, simple demographics often identify people uniquely. Consumers acquire and display material possessions for the purpose of feeling differentiated from other people and, thus, are targeted with a variety of. Not a brightly colored red shirt, not a dramatic cherry or firehouse red, more like a faded burgundy. Use of the need for uniqueness scale to characterize fashion. The results highlight the positive influence of fashion leadership on both clothing renting and swapping, as well as the negative influence of materialism on clothing renting and swapping. My red shirt and me the red shirt incident begins with a rather ordinary red shirt. The results of the study suggest that of the three constructs only identification had a significant impact on. In this paper, we report an original study of the relationships between self attributed need for uniqueness and several consumer dispositions. An examination of authenticity, uniqueness, and wellbeing abstract in the united states, many people are instructed about the value of being yourself from a young age.
The theoretical underpinning of the uniqueness motivation construct and the development and validation of a scale measuring desire for uniqueness are. Recent research regarding situational determinants of uniqueness motivation is described, and a dispositional individualdifferences measure of need for uniqueness is presented. A selfadministered survey questionnaire was employed in main shopping areas in hong kong and 175 valid respondents were obtained. Uniqueness has a positive and attractive connotation, but being too unique can result in social sanctions. In the current research, we investigated whether belief in conspiracy theories satisfies peoples need for uniqueness. Luxury and haute couture in the generation y market. My score on the need for uniqueness test my daily struggles. Therefore, in this study, perceived uniqueness is defined as the extent to which customers view the product as different from other products in the same category tian, et al. The findings of two studies in israel support the notion that expressing uniqueness via con sumption behavior is a safe way to achieve a different sense of being without damaging an individuals sense of social. Need for uniqueness is introduced as a positive striving for abnormality relative to other people. This study sets out to examine the causal relationships among consumers need for uniqueness, brand perceptions, and purchase intention of a us apparel brand among japanese generation y consumers. High scores on the scale indicate a greater need for uniqueness and a lesser likelihood to conform to the group. This paper focuses on the dual role of consumers need for uniqueness. The need to be unique may be related to the need to be creative.
Product scarcity by need for uniqueness interaction. Need for uniqueness was measured by fromkin and lipshitzs 1976 need for uniqueness scale. It focuses on how consumers need for uniqueness and selfmonitoring affects their choices between luxury brands that shout are loud versus those that whisper are discreet, that is, the degree of brand prominence. We propose that explaining or providing reasons for decisions shifts the focus from the choice options to the choice of reasons. How consumers need for uniqueness, selfmonitoring, and.
Apr 25, 2009 this research studies a psychosocial cost associated with positive word of mouth wom. The concept of consumers need for uniqueness derives from snyder and fromkins 1977 theory of uniqueness. The phrase, need for uniqueness, is derived from theory of uniqueness. The role of need for uniqueness in belief in conspiracy theories after traumatic events such as terrorist attacks e. In study 1, we found that when choosing products, consumers who were primed with money had a stronger need for counterconformity, compared to those who were not. There was a significant difference in scores on the need for uniqueness scale between fashion followers and fashion change agents fashion opinion leaders, fashion innovators. Carnegie mellon university, data privacy working paper 3.
The need for uniqueness nfu represents the extent to which an individual is motivated to appear special and different from others. The results indicate that the selfattributed need for uniqueness is. Need for uniqueness consumer thirtyone, fivepoint, likerttype statements are used to assess a trait having to do with a consumers motivation to purchase and own products that help provide a sense of distinctiveness from other people. Multiple measures of creativity were used including an inventory of creative accomplishments, preference for complex visual figures a measure similar to the barron. Saunders phd, rn, cs professor, texas tech university health sciences center school of nursing, lubbock, tx, usa donna c. Respondentdriven sampling rds was used to collect 509 useable surveys though a paperbased instrument.
This research examines the psychosocial cost associated with positive word of mouth wom, which can decrease the uniqueness of possessions and thus harm highuniqueness consumers pilot study. Consumers need for uniqueness is demonstrated in three types of consumer. This study examined two neglected dispositional contributions to creativity, namely needs for uniqueness and cognition. Effects of degree of interpersonal similarity on physical distance and selfreported attraction.
The significance of being unique with this possible exception, sensory perception is the only means by which one knows anything about what is around him. Posited antecedents of consumers need for uniqueness may suggest distal antecedents in a theory of consumption as an extension of self. Expressing creativity may be one way that we can express our uniqueness. The very essence of the need for uniqueness is fundamentally. Dec 22, 2011 this study examined two neglected dispositional contributions to creativity, namely needs for uniqueness and cognition. The effect of consumers need for uniqueness, status consumption and brand perceptions was tested in relation to purchase intentions. Most users of social media platforms seek to fulfill their need for uniqueness nfu through membership with recognized and leading social media brands including facebook and instagram. The role of need for uniqueness in belief in conspiracy theories, included more than 1,000 participants and was published recently in the journal social psychology. This study uses a quantitative methodology to study 215 young consumers from finland, italy, and france. Increasing need for uniqueness in contemporary china. The relevance of consumers need for uniqueness in the. As a result, high versus low uniqueness consumers are less willing to generate positive wom for publicly consumed products that they own. Jan 31, 2014 this study explores the consumers need for uniqueness and purchase perception of fast fashion cobrands, which also relates to the consumers satisfaction and welfare. This is the result of a tension between the theory of brand congruence, that most brands endeavor to establish with their customers, and the theory of consumers nfu, that many consumers aim to.
Cornell university school of hotel administration the. Pdf the effect of need for uniqueness on word of mouth. According to this theory, the need to see oneself as being different from other persons is aroused and competes with other motives in situations that threaten the selfperception of uniqueness i. Pdf purpose the purpose of this paper is to develop and validate cross culturally a shortform, consumers need for uniqueness cnfu scale. The results of the study suggest that of the three constructs only identification had a significant impact on the likelihood of brand extension purchase. Nfu has been studied in various areas of interest to social. Most studies examining cnfu have used single country or usbased samples. Need for uniqueness represents the need for people to feel different and distinguish themselves from others. Money priming affects consumers need for uniqueness ma. For example, we may write a story that reflects some of our original ideas. A selfadministered survey questionnaire was employed in main shopping areas in. The roles of consumers need for uniqueness and status. This research studies a psychosocial cost associated with positive word of mouth wom. This research investigates the interaction effect of a very common task, explaining decisions, and an individual difference, need for uniqueness nfu, on buyer decisionmaking.
Need for uniqueness nfc need for uniqueness means the selfimagination and social intention for individuals who acquire, utilize and process consumer goods which can construct and strengthen personal and social identities to develop and improve themselves 11. Need for uniqueness as a mediator of the relationship between face consciousness and status consumption in china. A comparison of uniqueness and reinforcement theory predictions. In two studies, we examine how chinese peoples need for uniqueness nfu also has changed. View need for uniqueness research papers on academia. People can vary in the degree to which they want such distinctiveness, with some being highly desirous of specialness high need for uniqueness and others who do not. The effect of need for uniqueness on word of mouth amar. Jun 01, 2001 consumers need for uniqueness may fit into an overarching theory of the role that consuming material goods plays in peoples sense of identity cf. Need for uniqueness, need for cognition, and creativity.