Consumers' Need for Uniqueness: Scale Development and Validation
Tian, Bearden and Hunter developed and validated a trait measure of consumers' need for uniqueness, defined as the pursuit of differentness through acquiring, using and disposing of goods to build personal and social identity. They begin from the observation that consumers buy and display possessions to feel different, and that the drive varies by person.
Tian, Bearden and Hunter developed and validated a trait measure of consumers' need for uniqueness, defined as the pursuit of differentness through acquiring, using and disposing of goods to build personal and social identity. They begin from the observation that consumers buy and display possessions to feel different, and that the drive varies by person.
Written from the abstract, journal record via RePEc, 2026-11-03.
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Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers' Need for Uniqueness: Scale Development and Validation. Journal of Consumer Research, 28(1), 50-66. doi:10.1086/321947 https://doi.org/10.1086/321947