Unique like everybody else? The dual role of consumers' need for uniqueness

2008/04/08 by Ayalla Ruvio · 1 citation
Business, Management and Accounting · Psychology · #Consumer Behavior in Brand Consumption and Identification #Consumer Retail Behavior Studies #Cultural Differences and Values

paper · doi:10.1002/mar.20219

openalex publication_date 2008/04/08 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29

Abstract

Abstract Uniqueness has a positive and attractive connotation, but being too unique can result in social sanctions. This paper focuses on the dual role of consumers' need for uniqueness. The findings of two studies in Israel support the notion that expressing uniqueness via consumption behavior is a safe way to achieve a different sense of being without damaging an individual's sense of social assimilation. The results imply a possible new theoretical view of the interplay between consumers' need for uniqueness and their need for social assimilation. © 2008 Wiley Periodicals, Inc.

Citations

• Consumers' Need for Uniqueness: Scale Development and Validation
• Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value
• Possessions and the Extended Self
• Measurement of Consumer Susceptibility to Interpersonal Influence
• 13 "DOES CULTURAL CAPITAL STRUCTURE AMERICAN CONSUMPTION?" (1998)
• Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude
• Structural equation modeling in practice: A review and recommended two-step approach.
• Deviance or uniqueness, harmony or conformity? A cultural analysis.

Cited by

• Co-creating value for luxury brands

Related

• Consumers' Need for Uniqueness: Scale Development and Validation
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• Where Consumers Diverge from Others: Identity Signaling and Product Domains