Nfu has been studied in various areas of interest to social. In two studies, we examine how chinese peoples need for uniqueness nfu also has changed. 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. Individual differences in the pursuit of self uniqueness through consumption.
This paper investigates whether east asians are more likely than westerners to purchase a brand presented as a best. Pdf purpose the purpose of this paper is to develop and validate cross culturally a shortform, consumers need for uniqueness cnfu scale. 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. This study uses a quantitative methodology to study 215 young consumers from finland, italy, and france. 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. Studies find the need to feel unique is linked to belief in. 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.
Examining need for uniqueness in emerging markets emerald. Multiple measures of creativity were used including an inventory of creative accomplishments, preference for complex visual figures a measure similar to the barron. 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. 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. Customers need for uniqueness theory versus brand congruence. The very essence of the need for uniqueness is fundamentally. Consumers acquire and display material possessions for the purpose of feeling differentiated from other people and, thus, are targeted with a variety of. The phrase, need for uniqueness, is derived from theory of uniqueness. The relevance of consumers need for uniqueness in the. This research studies a psychosocial cost associated with positive word of mouth wom.
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. We propose that explaining or providing reasons for decisions shifts the focus from the choice options to the choice of reasons. High scores on the scale indicate a greater need for uniqueness and a lesser likelihood to conform to the group. Armstrong ed d, rn, faan professor, texas tech university health sciences center school of nursing, ttuhighland lakes, marble falls, tx, usa jana c. Respondentdriven sampling rds was used to collect 509 useable surveys though a paperbased instrument. This research espouses the term uniqueness to circumvent the connotative qualities of abnormality and deviance, i. 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. 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. As a result, high versus low uniqueness consumers are less willing to generate positive wom for publicly consumed products that they own. The results indicate that the selfattributed need for uniqueness is.
Welsh art scale, unconventional rather than popular word. Uniqueness has a positive and attractive connotation, but being too unique can result in social sanctions. Dollinger 2003 found that greater need for uniqueness was associated with higher scores on the creative behavior inventory. This research investigates the interaction between a very common task, explaining decisions, and an individual difference, need for uniqueness nfu, on buyer. 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. 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. Expressing creativity may be one way that we can express our uniqueness. Need for uniqueness represents the need for people to feel different and distinguish themselves from others. The results of the study suggest that of the three constructs only identification had a significant impact on the likelihood of brand extension purchase. 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. The theoretical underpinning of the uniqueness motivation construct and the development and validation of a scale measuring desire for uniqueness are. My red shirt and me the red shirt incident begins with a rather ordinary red shirt.
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. Data were analyzed using descriptive statistics and analysis of variance. How consumers need for uniqueness, selfmonitoring, and. 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. The need to be unique may be related to the need to be creative. 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.
Cornell university school of hotel administration the. 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. Need for uniqueness is introduced as a positive striving for abnormality relative to other people. This study examined two neglected dispositional contributions to creativity, namely needs for uniqueness and cognition. Clothing and textiles research journal, 184, 227236. But, for several days, my very iden tity was bound up in its redness. Need for uniqueness was measured by fromkin and lipshitzs 1976 need for uniqueness scale.
The need for uniqueness may vary across differing situations and persons. The impact of need for uniqueness, loyalty proneness, and. Saunders phd, rn, cs professor, texas tech university health sciences center school of nursing, lubbock, tx, usa donna c. Recent research regarding situational determinants of uniqueness motivation is described, and a dispositional individualdifferences measure of need for uniqueness is presented. The need for uniqueness nfu represents the extent to which an individual is motivated to appear special and different from others. The positive influence of need for uniqueness on clothing swapping is also confirmed. The concept of consumers need for uniqueness derives from snyder and fromkins 1977 theory of uniqueness.
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. Validation of french versions of the need for uniqueness nfu. The roles of consumers need for uniqueness and status. 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. In this paper, we report an original study of the relationships between self attributed need for uniqueness and several consumer dispositions. Need for uniqueness and belief in conspiracy theories 3 i know things they dont know. Money priming affects consumers need for uniqueness ma.
Such uniqueness can reflect actual behaviors or a persons perceptions regarding his or her differences. We found that the tendency to believe in conspiracy theories was associated with the feeling of possessing scarce information about. In the current research, we investigated whether belief in conspiracy theories satisfies peoples need for uniqueness. Consumers need for uniqueness is demonstrated in three types of consumer. 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. My score on the need for uniqueness test my daily struggles. The effect of need for uniqueness on word of mouth amar. This paper focuses on the dual role of consumers need for uniqueness. A selfadministered survey questionnaire was employed in main shopping areas in. Consumers need for uniqueness may fit into an overarching theory of the role that consuming material goods plays in peoples sense of identity cf. Luxury and haute couture in the generation y market. Along with lantian, the research was coauthored by dominique muller, cecile nurra, and karen m. 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.
The effect of consumers need for uniqueness, status consumption and brand perceptions was tested in relation to purchase intentions. Use of the need for uniqueness scale to characterize fashion. Dec 22, 2011 this study examined two neglected dispositional contributions to creativity, namely needs for uniqueness and cognition. A selfadministered survey questionnaire was employed in main shopping areas in hong kong and 175 valid respondents were obtained. 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. The results of the study suggest that of the three constructs only identification had a significant impact on. Need for status was measured with a scale from eastman et al. This research investigates the interaction effect of a very common task, explaining decisions, and an individual difference, need for uniqueness nfu, on buyer decisionmaking. For example, we may write a story that reflects some of our original ideas. Individual differences in the pursuit of selfuniqueness through consumption. Product scarcity by need for uniqueness interaction.
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. The role of need for uniqueness in belief in conspiracy theories after traumatic events such as terrorist attacks e. Need for uniqueness as a mediator of the relationship between face consciousness and status consumption in china. 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. This study explores the consumers need for uniqueness and purchase perception of fast fashion cobrands, which also relates to the consumers satisfaction and welfare. The effect of need for uniqueness on word of mouth by amar. Pdf the effect of need for uniqueness on word of mouth. Posited antecedents of consumers need for uniqueness may suggest distal antecedents in a theory of consumption as an extension of self. View need for uniqueness research papers on academia. Welsh art scale, unconventional rather than popular word associations, and consensually. The purpose of this paper is to conduct a fivecountry study of consumers need for uniqueness cnfu and examine its research and practical implications. Sweeney, simple demographics often identify people uniquely. Therefore, when consumers believe that their actions will have the desired consequences, they have the added incentive to engage in those actions. Need for uniqueness, need for cognition, and creativity.
Most studies examining cnfu have used single country or usbased samples. Effects of degree of interpersonal similarity on physical distance and selfreported attraction. The role of explanations and need for uniqueness in consumer. 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. Apr 25, 2009 this research studies a psychosocial cost associated with positive word of mouth wom. Pdf the need for uniqueness nfu represents the extent to which an individual is motivated to appear special and different from others. Not a brightly colored red shirt, not a dramatic cherry or firehouse red, more like a faded burgundy. 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. Increasing need for uniqueness in contemporary china. Individual differences in the pursuit of selfuniqueness through. Mar 15, 2014 need for uniqueness scale your scores are.