Journal articles: 'Consumer’s need for uniqueness'

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Ding, Ying, and Hean Tat Keh. "A re-examination of service standardization versus customization from the consumer’s perspective." Journal of Services Marketing 30, no. 1 (February 8, 2016): 16–28. http://dx.doi.org/10.1108/jsm-02-2015-0088.

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Purpose The purpose of this paper is to investigate the pros and cons of service standardization (vs customization) from the consumer’s perspective, the key factors influencing consumers’ preference for standardized (vs customized) services and the outcomes of service standardization (vs customization). Design/methodology/approach The authors conducted a qualitative study and two behavioral experiments to test the hypotheses. Findings The authors find that the advantages of service customization include greater perceived control and higher consumer satisfaction. The drawbacks of service customization include greater perceived risk. These findings also suggest that consumers’ preference for standardized (vs customized) service depends on their consumption goal. Specifically, consumers with a hedonic goal tend to prefer customized services, while those with a utilitarian goal tend to prefer standardized services. These effects are moderated by their need for uniqueness. Research limitations/implications The qualitative and experimental studies in this research reveal the antecedents (utilitarian vs hedonic goal) on consumer preference for service standardization versus customization, as well as the consequences in terms of perceived risk, consumer satisfaction and perceived control. The experimental studies were conducted with Chinese and American consumers, respectively, which lend credence to the robustness of the findings. Practical implications Results of the present research provide new insights into service standardization versus customization and have significant practical implications. In particular, service organizations should consider designing the appropriate service mode based on consumers’ characteristics, particularly their consumption goals and their need for uniqueness. If the customers focus on efficiency and functionality, the organization should try to provide standardized services. In contrast, for customers who are seeking fun and a novel experience, the service firm should try to tailor to their hedonic needs. Originality/value While previous research identifies “heterogeneity” as a key characteristic of services in general, the present findings qualify this received wisdom. In particular, the authors show that consumers’ preference for service standardization versus customization is a function of their consumption goal and need for uniqueness. Thus, the present findings refine the current understanding of service heterogeneity, which makes a significant contribution to the services marketing literature.

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Andrei, Andreia Gabriela, Patrizia Gazzola, Alexandra Zbuchea, and Vlad Andrei Alexandru. "Modeling socially responsible consumption and the need for uniqueness: a PLS-SEM approach." Kybernetes 46, no. 8 (September 4, 2017): 1325–40. http://dx.doi.org/10.1108/k-03-2017-0103.

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Purpose The purpose of the present study is intended to fill a research gap, by advancing a conceptual model which brings novel insights on the relationships between socially responsible consumption and consumer’s need for uniqueness. Design/methodology/approach Relying on a questionnaire-based survey for data collection, the proposed model was tested using the partial least squares (PLS) algorithm for structural equation modeling (SEM), which allows the assessment of the models containing both formative and reflective constructs. Findings The research found that 73.7 per cent of the variance in the consumer’s belief in the importance of personal power to make a difference through socially responsible choices is explained by the proposed model. Moreover, four of the five factors of socially responsible consumption fully mediate the positive effect of the consumer’s need for uniqueness on the importance attached to personal socially responsible choices in driving positive change. Research limitations/implications The study avails a phenomenological perspective by offering novel insights from a Romanian sample. The limitation associated with a country-centric vision is compensated through the contextual analysis and integration of a new point of reference in the overall framework of socially responsible consumption. Practical implications The evidence is indicative of new consumption insights and should be closely considered by companies. Originality/value The study draws upon a conceptual model integrating the relationships between socially responsible consumption and a psychological characteristic – the consumer’s need for uniqueness – which has been never tested as such before.

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Wang, Jie, Qin Su, and Canyou Wang. "Vertical Line Extension Decisions in a Competitive Market with Consumers’ Need for Product Uniqueness." Discrete Dynamics in Nature and Society 2020 (November 24, 2020): 1–17. http://dx.doi.org/10.1155/2020/8465678.

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One important reason for offering customized products is to satisfy consumers’ need for product uniqueness. In this paper, we take consumers’ unique preferences into account to examine how firms make decisions on vertical line extensions with introducing a customized product. This study develops the consumer’s utility function, which captures consumers’ behavioural and emotional factors, and the results show that the high-quality firm always introduces an upward extension without uniqueness sensitivity. However, introducing a downward extension may be more profitable especially when consumers have the high unique ness sensitivity. We also find that the upward extension of the high-quality firm does not intensify competition with the low-quality firm, but its downward extension will intensify the competition between two firms, whether with or without unique preferences. We also analyse the low-quality firm’s extension decisions when it faces a high-end competitor and find that the low-quality firm may change from introducing a downward extension to introducing an upward extension when intrafirm quality differentiation is small.

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Knight, Dee K., and Eun Young Kim. "Japanese consumers' need for uniqueness." Journal of Fashion Marketing and Management: An International Journal 11, no. 2 (May 15, 2007): 270–80. http://dx.doi.org/10.1108/13612020710751428.

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Ma, Li, Qiyun Fang, Jingyu Zhang, and Ming Nie. "Money priming affects consumers' need for uniqueness." Social Behavior and Personality: an international journal 45, no. 1 (February 7, 2017): 105–14. http://dx.doi.org/10.2224/sbp.3888.

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We conducted 3 studies to investigate the effect of money priming on consumers' need for uniqueness. 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. In Study 2, we found that the meaning of money linked to the amount of money moderated the effect of money concept on consumers' choice of innovative products, and that the likelihood that individuals primed with a large amount of money would choose unique products was significantly higher than that of both those primed with a small amount of money and the nonmoney-primed control group. In Study 3, we found that social distance mediated the influence of money concept on the consumers' need for uniqueness. Overall, the results showed that consumers who are primed with money perceive greater social distance and have a stronger need for uniqueness.

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ÇINAR, Dilaysu. "PANIC BUYING AND IN-STORE HOARDING IN THE COVID-19 PERIOD: AN ASSESSMENT BASED ON THE SCARCITY PRINCIPLE." Business & Management Studies: An International Journal 8, no. 5 (December 25, 2020): 3867–90. http://dx.doi.org/10.15295/bmij.v8i5.1616.

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The primary purpose of this study is to examine whether the perceived scarcity occurring in consumer during the COVID-19 period influences panic buying and in-store hoarding. Also, another aim of the study is to reveal whether the variables of competitiveness, hedonic shopping motivation and need for uniqueness have an interaction effect on the mentioned relationship. Finally, in the study, it has been tried to reveal whether the factors mentioned above differ significantly according to demographic variables. For this purpose, an online survey was conducted in the study, and 687 participants participated in the survey. As a result of the study, it has been observed that the perceived scarcity emerged in the consumer has a significant effect on the consumer’s panic buying and in-store hoarding behaviour. Besides, it has been demonstrated that in case of scarcity, people with high hedonic shopping motivation, competitiveness and need for uniqueness tend to panic buying and in-store hoarding more. Finally, it was observed that each demographic variable included in the study differentiated on most of the dependent variables.

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Chark, Robin, Lawrence Hoc Nang Fong, and Candy Mei Fung Tang. "A Room of One’s Own: Need for Uniqueness Counters Online WoM." Cornell Hospitality Quarterly 60, no. 3 (July 28, 2018): 216–32. http://dx.doi.org/10.1177/1938965518790223.

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We examine how consumers’ desire to be different reduces their reliance on others’ suggestions and thus increases their tendency to diverge from the average opinion. While the extant literature focuses on the role of need for uniqueness in attitude formation and choice behavior, not much has been done to test the effect of uniqueness seeking on reactions to persuasive, word of mouth (WoM) messages. In four studies, we find converging evidence for a uniqueness effect. Specifically, the uniqueness motivation interacts with the valence of the average opinion such that when uniqueness motivation is low, consumers follow others’ advice and thus their attitudes depend primarily on the valence of the average opinion; meanwhile, the uniqueness seekers rely less on the valence and are more likely to form less favorable attitudes after reading positive reviews and to hold less unfavorable ones when the reviews are negative. These effects are found when trait need for uniqueness is measured as well as when situational need for uniqueness is manipulated. We further examine the process through which uniqueness motivation results in nonconformist attitudes. Uniqueness seekers perceive minority opinions as more diagnostic. Thus, these minority opinions are disproportionately represented in uniqueness seekers’ nonconformist views. These findings are important to the hospitality industry as consumers often rely on others’ experiences by reading online reviews to help make decisions concerning their own hospitality needs, which are highly experiential in nature.

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Tian, Kelly Tepper, William O. Bearden, and Gary L. Hunter. "Consumers' Need for Uniqueness: Scale Development and Validation." Journal of Consumer Research 28, no. 1 (June 2001): 50–66. http://dx.doi.org/10.1086/321947.

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Sharma, Dheeraj, Varsha Verma, and Subhash Sharma. "Examining need for uniqueness in emerging markets." Marketing Intelligence & Planning 36, no. 1 (February 5, 2018): 17–31. http://dx.doi.org/10.1108/mip-03-2017-0047.

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Purpose The purpose of this paper is to conduct a five-country study of consumers’ need for uniqueness (CNFU) and examine its research and practical implications. Most studies examining CNFU have used single country or US-based samples. To promote cross-cultural research, the authors test the cross-cultural reliability and validity of the CNFU scale using data from the USA, a developed economy, Brazil, India, Thailand, and Mexico, all emerging economies. Design/methodology/approach The original CNFU scale was developed in the USA. Therefore, to cross-validate the scale, data were collected from consumers in the USA, Brazil, India, Thailand, and Mexico as these countries demonstrate important socio-economic and cultural differences. The scale was tested using confirmatory factor analysis. Findings The scale was estimated and validated in all five countries and the analysis reveals that the CNFU scale has sound psychometric properties. Further, the authors find that CNFU is a cross-cultural phenomenon that has a significant impact on market mavenism (MM), and this relationship is moderated by usage variety (UV). Research limitations/implications The results indicate generality of all the scale items, and demonstrate that CNFU is a cross-cultural phenomenon. Greater nomological validity of the CNFU construct could be established by investigating its relationship with more constructs. Originality/value The authors provide empirical evidence on the cross-cultural validity of the CNFU scale; examine its effect on MM; and role of UV on the relationship between CNFU and MM.

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Ajitha, Soundararaj, and V. J. Sivakumar. "The moderating role of age and gender on the attitude towards new luxury fashion brands." Journal of Fashion Marketing and Management: An International Journal 23, no. 4 (September 19, 2019): 440–65. http://dx.doi.org/10.1108/jfmm-05-2018-0074.

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Purpose There is a significant growth in the consumption of new luxury fashion brands in developing price-sensitive markets like India. Not only does this growth demonstrate how the “new” luxury brands have become a success, but is also illustrative of the perception and practice of style and status among the middle classes. The purpose of this paper is to argue that the consumer’s attitude for buying a branded product entails the need for uniqueness and self-monitoring. It also contends that gender and age moderate the consumer’s attitude. Design/methodology/approach This study employed a self-monitored survey to collect the data from the customers of new luxury fashion retail brand stores in Chennai, India for empirical validation of the model. Data collected from 394 new luxury brands shoppers were analysed using partial least squares structural equation modelling. Findings The need for uniqueness and self-monitoring had significant positive influences on social-adjustive attitude and value-expressive attitude. However, the relationship between self-monitoring and value-expressive attitude was weak when compared to other relationships. Significant differences were seen in the strengths of the relationships between gender and age. Originality/value New luxury is significantly different from traditional luxury. Analyses regarding age group, gender and attitude can provide unique understanding related to new luxury trends, especially in a price sensitive and emerging market like India. This would help managers in segmenting the market based on consumer demographics, and devise strategies based on their characteristics to influence their attitudes and other behavioural patterns.

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Dey, Banasree, Jones Mathew, and Shalini Srivastava. "Does Consumer Need for Uniqueness Influence Travel Decision-Making?" Tourism 69, no. 2 (June 21, 2021): 196–215. http://dx.doi.org/10.37741/t.69.2.3.

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The present paper aims to assess the impact of Consumer Need for Uniqueness (CNFU) in tourists on travel decision-making, particularly, with regard to preferred destination types and activity preferences. The impact of self-attributed need for uniqueness (SANU) in moderating the aforementioned relationships is also examined. The data has been collected using a cross sectional survey on a sample of 288 tourists from various destinations in India. The hypotheses were tested through CFA and SEM using SPSS. The findings indicate that an individual with more need for uniqueness, both as a psychological trait and as a consumer disposition, may prefer unique destinations and unique activities in comparison to those with lower SANU and CNFU. This has important implications for travel and tourism marketers who may appeal to the NFU trait in tourists while promoting travel destinations and activity packages that provide unique, curated experiences for better acquisition and retention efforts.

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Alzahrani, Sarah G., and Lauren Copeland. "The Need for Uniqueness among Gulf Cooperation Council Countries’ Consumers: A Cross-Culture Study." International Journal of Marketing Studies 9, no. 4 (July 28, 2017): 29. http://dx.doi.org/10.5539/ijms.v9n4p29.

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Understanding differences among consumers across varying cultures is of great importance to the success of international retailers. Ignoring the influence of culture and centralized marketing has led to a decline in profits for some international companies. Studying the culture of Middle East countries, particularly the Gulf Cooperation Council Countries (GCCC), Saudi Arabia, United Arab Emirates, Kuwait, Bahrain, Qatar, and Oman, is essential before marketing in these countries. Additionally, the GCCC is one of the top 10 luxury markets in the world. Hofstede model of national culture is crucial for GCCC due to the fact culture norms regarding dress and appearance are nationally adopted. A sample of 170 participants from the GCCC was collected using an online questionnaire of 45 items measuring national culture dimensions and need for uniqueness when shopping for luxury goods. It was found that power distance in all GCCC countries was a significant predictor of having a need for uniqueness, as well as indulgence. Power distance had a positive relationship with the need for uniqueness while indulgence had a negative relationship with the need for uniqueness. For other dimensions, findings indicated that long term vs short term orientation, masculinity, uncertainty avoidance, and individualism were not significant predictors leading to uniqueness. Additionally, the important construct for uniqueness among GCCC consumers is unpopular choice followed by avoiding similarity. Creative choice is less important among the three constructs of uniqueness for GCCC participants.

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Stiglbauer, Barbara, and Carrie Kovacs. "Need for Uniqueness Determines Reactions to Web-Based Personalized Advertising." Psychological Reports 122, no. 1 (February 1, 2018): 246–67. http://dx.doi.org/10.1177/0033294118756353.

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The presented empirical study among a sample of n = 256 participants addressed the relationship between consumers' need for uniqueness and their reactions to web-based personalized advertising. Drawing on regulatory focus theory, we argue that the consumers' need for uniqueness dimensions creative choice and similarity avoidance may relate to promotion and prevention regulatory orientations, respectively. Accordingly, we hypothesized that creative choice and similarity avoidance would differentially predict self-reported approach and avoidance behavior toward personalized advertising. These direct relationships were further expected to be mediated by subjective evaluations of personalized advertising (i.e., perceived value and irritation). In line with these hypotheses, we found that creative choice predicted approach behavior through increased web-based personalized advertising value, whereas similarity avoidance predicted avoidance behavior through increased irritation. Creative choice also predicted decreased irritation, which in turn was related to decreased approach behavior. In sum, the results suggest that the consumers' need for uniqueness dimensions should not be investigated as a composite, as they seem to reflect different regulatory orientations and are therefore likely to evoke different affective, cognitive, and behavioral responses.

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Srivastava, Ankur, and M. S. Balaji. "Consumer dispositions toward global brands." Marketing Intelligence & Planning 36, no. 6 (September 3, 2018): 618–32. http://dx.doi.org/10.1108/mip-11-2017-0290.

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PurposeDespite the increasing attention on consumers in emerging markets, there is limited research on the emerging market consumers’ evaluation of global brands. The purpose of this paper is to address this research gap by examining the role of consumer dispositions – cosmopolitanism, need for uniqueness and materialism in attitude and purchase intentions toward global brands from emerging vs developed markets.Design/methodology/approachA mall intercept method was used to collect responses from shoppers in four major cities in India. The intercept method produced a usable sample of 613 respondents. Each respondent was asked to mark his or her response concerning two global brands – one each from developed and emerging markets separately.FindingsThe findings show that cosmopolitanism and need for uniqueness determine emerging market consumers’ attitude toward global brands. Specifically, the authors find that while cosmopolitanism has a higher positive impact on global brands from the developed market, need for uniqueness has a negative impact on global brands from emerging market.Research limitations/implicationsThe study findings show that need for uniqueness negatively affects attitude toward global brands from emerging markets. This presents a significant challenge for global brands from emerging market when competing with the counterparts from developed markets.Practical implicationsThe findings show that managers of global brands in emerging markets should develop unique brand positioning that differentiates from international brands. By carefully managing their marketing mix elements (e.g. price, design, distribution), they can induce counter-conformity among consumers for brands that originate in emerging markets.Originality/valueWhile prior studies suggest that emerging market consumers prefer foreign brands than domestic brands, little attention was focused on the antecedents for such preference. This study considers consumer dispositions, which were not examined in prior research in addressing this research gap.

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Butcher, Luke, Ian Phau, and Anwar Sadat Shimul. "Uniqueness and status consumption in Generation Y consumers." Marketing Intelligence & Planning 35, no. 5 (August 7, 2017): 673–87. http://dx.doi.org/10.1108/mip-12-2016-0216.

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Purpose The purpose of this paper is to explore the existence of consumers’ need for uniqueness (CNFU) and status consumption (SC) in Generation Y (Gen Y). In exploring such, the equivalency of each construct (measurement invariance and population heterogeneity) is examined across early and late Gen Y consumers. Design/methodology/approach A self-administered online survey is examined, with the sample of 397 Gen Y respondents analyzed through structural equation modeling. Findings The results reveal that Gen Y consumers experience a need for uniqueness in a three-factor composition which is invariant across earlier and later Gen Y consumers. Similarly, SC is observed amongst Gen Y, with the empirical results again equivalent across the two groups. Finally, SC is supported to directly influence Gen Y’s purchase intention (PI) of luxury fashion goods, with the three CNFU constructs failing to directly influence PI, or SC’s influence on PI. Practical implications Results suggest to practitioners that not only are CNFU and SC motivations existent in Gen Y consumers, but they act similarly across early (19-23) and later (24-34) members of the consumer segment. Additionally, SC positively influences Gen Y’s purchase behavior of luxury fashion goods. Practitioners may target such consumers with reassurance that these groups do not behave differently with respect to CNFU and SC. Originality/value This study explores for the first time the three factors of CNFU and SC amongst Gen Y consumers. Such analysis, including the invariance of responses between those later and earlier born Gen Y consumers, and the structural relationships shared between these constructs and PI of luxury fashion goods offer intriguing insights for academics and practitioners alike.

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Amaldoss, Wilfred, and Sanjay Jain. "Pricing of Conspicuous Goods: A Competitive Analysis of Social Effects." Journal of Marketing Research 42, no. 1 (February 2005): 30–42. http://dx.doi.org/10.1509/jmkr.42.1.30.56883.

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Social needs play an important role in the purchase of conspicuous goods. In this article, the authors extend traditional economic models to accommodate social needs, such as desire for uniqueness and conformism, and examine their implications for pricing conspicuous goods. First, in the context of a duopoly, the authors identify the conditions under which the desire for uniqueness can increase demand among some consumers as the price of a product increases. Second, the authors show that though the desire for uniqueness leads to higher prices and firm profits, a desire for conformity leads to lower prices and profits. Third, the authors find that consumers purchase high-quality products not because of their desire for uniqueness but despite it. Finally, marketers of conspicuous goods may find it beneficial not to emphasize the functional differences among their products when the need for uniqueness is high. In a laboratory test, the authors find support for the claim that demand for a product among consumers who desire uniqueness may increase as its price increases.

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Calderón Urbina, Susan Danissa, Antonios Stamatogiannakis, and Dilney Goncalves. "Consumers’ choices between products with different uniqueness duration." European Journal of Marketing 55, no. 13 (August 14, 2021): 148–76. http://dx.doi.org/10.1108/ejm-01-2020-0050.

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Purpose This study aims to introduce the duration of uniqueness, an important dimension of unique products. It studies how choices between products with long versus short duration of uniqueness are influenced by the interaction between pressure and consumers’ need for uniqueness (NFU). Design/methodology/approach This research uses a multi-method study approach. A pilot field-study tested the novelty and importance of the research by asking retail professionals to predict the choice of a hypothetical consumer. A retrospective study assessed the importance of duration of uniqueness in unique product choices, by asking consumers about a real and recent unique product purchase. Four additional experimental studies directly tested hypotheses by manipulating pressure and by measuring or manipulating uniqueness motivations. Findings The pilot field-study showed the novelty and relevance of this research for professionals. Study 1 revealed that, retrospectively, uniqueness duration was considered important for the choice of unique products, by high-NFU consumers under pressure. Studies 2 and 3 demonstrated that pressure increases the tendency of high-NFU, but not low-NFU, consumers to choose products with long over short uniqueness duration. Study 4 provided initial evidence for the process behind the effect. Study 5 showed that considerations of uniqueness duration when choosing mediated the effects. Research limitations/implications The results of the pilot field-study and retrospective study might be affected by recall bias or lay theories. The findings need to be replicated with other sources of pressure and uniqueness. This calls for further research. Practical implications Results are important for companies marketing unique products and they suggest that pressure-based marketing appeals can be used strategically to increase sales of products with long uniqueness duration but decrease sales of products with short uniqueness duration. Although the research provides these guidelines, managers should consider the ethical implications of pressure strategies. Originality/value This is the first attempt to empirically investigate the duration of uniqueness. Although extant research has examined choices between products with different degrees of uniqueness, this research studies choice of products with similar degrees of uniqueness, but different uniqueness duration. Thus, this research adds to the scarce literature studying the duration of symbolic benefits. Moreover, although pressure and NFU frequently co-exist in uniqueness consumption settings, this study is the first to study their joint effects.

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Ono, Akinori, Mai Kikumori, and Haoying Wang. "HIGHNFU (NEED FOR UNIQUENESS) CONSUMERS INTENTION TO GENERATEWOM ABOUT LUXURY GOODS." Global Fashion Management Conference 2017 (July 6, 2017): 131–32. http://dx.doi.org/10.15444/gfmc2017.02.06.01.

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Lee, Yikuan, Foo Nin Ho, and Ming-Chuan Wu. "How do form and functional newness affect adoption preference? The moderating role of consumer need for uniqueness." Journal of Consumer Marketing 35, no. 1 (January 8, 2018): 79–90. http://dx.doi.org/10.1108/jcm-10-2015-1578.

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Purpose A product communicates to consumers through its form and function, which may generate an effective response. Little is known, however, about the impact of the interaction of form and functional newness on consumers’ adoption preference. Drawing on uniqueness theory, this research aims to propose that the relative importance of form and functional newness to adoption preference could vary depending on the degree of consumers’ need for uniqueness (CNFU). Design/methodology/approach To mimic real consumption behavior as much as possible in these studies, the authors first choose a product that the respondents are familiar with and use on a daily basis. Second, the authors conduct a series of conjoint analysis in which respondents are presented with a set of options simultaneously and are asked to make a choice of adoption among those options. The authors conduct three conjoint studies using students and adult consumers. Findings Evidence from three conjoint studies using both student and adult consumer samples confirms the moderating role of CNFU. The results indicate that form and functional newness positively impact adoption preference, the positive effect of form newness is weakened in a compare-and-choose decision when functional newness is in place and this weakened interaction effect is mitigated with increasing CNFU. Research limitations/implications This research makes several contributions to the extant literature. First, the authors investigate the moderating role of CNFU in the interplay between form and functional newness. By identifying a distinctive pattern between high- vs low-CNFU consumers, the authors propose a new aspect to explain the inconclusive results of the interaction effects in previous studies. Extending this line of research, the authors show that there is a dynamic component to the positive influence of form and functional newness on adoption preference. Consumers’ preference for form newness, relative to functional newness, is likely to be lessened with the decrease in their need for uniqueness. Second, this research goes beyond the survey or sales data approaches of prior studies to examine the interaction of form and function in a context that reflects actual decision processes. Assuming that consumers have access to a set of options before making an adoption decision, the authors are able to determine their priorities and preferences for new products. Using conjoint analysis, the authors observe consumers make a trade-off between form and functional newness. This approach allows us to investigate the relative importance of form and functional newness in affecting consumers’ adoption decision. Finally, the consistency of the results of these three studies enhances the robustness of this research. Practical implications While consumers appreciate improved and newer functionality in general, this may not be the case for a novel form. For consumers who desire to belong or to fit into social norms, adopting a product with an extreme atypical form could be risky and provoke a negative social response. For those with such conservative attitudes, learning costs are likely to overshadow the excitement of owning a radical product. Thus, a product with high functional newness and standard form would be the right choice for this group of consumers. On the other hand, consumers with high CNFU are more likely to overcome concerns regarding the risks and learning costs of a novel form due to their desire to use the unconventional product display to differentiate themselves and establish their uniqueness. Therefore, a product with high functional newness and novel form may be more favorable for them. With this insight, marketers can better define their market segment and position their product strengths. For example, in the competitive smart phone industry, some brands may try to focus on high form newness to capture high-CNFU consumers (e.g. LG Flex curved cell phone). Originality/value First, the authors propose the moderating role of CNFU to explain the gap in the literature. This new view provides product managers and marketers with a better understanding of how consumers in different consumer segments (e.g. high vs low degree of CNFU) behave distinctively in their response to form and functional newness. Second, most of the literature on consumer response to product form has focused on consumer opinion, attitude, perception or product evaluation. This study focuses on measuring consumers’ adoption preference through a conjoint approach. This distinction is important because a positive attitude does not necessarily translate to adoption when consumers make their final choice decision. Third, prior studies test the effects of form and function using sales data or between subject experiments where respondents only view a single product. This approach is less representative of real adoption behavior when the reality is consumers often compare a set of options simultaneously and make an adoption decision among a pool of available options.

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Soni, Mayank Jyotsna, and Abraham Koshy. "An Examination of Response of Consumers with Different Levels of Uniqueness to Limited Quantity Offers." Vikalpa: The Journal for Decision Makers 41, no. 3 (September 2016): 209–21. http://dx.doi.org/10.1177/0256090916663390.

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Executive Summary Marketers try to influence consumers through promotional offers by restricting availability of products to a limited number of customers, a limited time period, or a specific segment, thereby creating a perception of scarcity. Such promotional appeal of making a product or offer scarce is called as scarcity appeal. Literature suggests that people with high need for uniqueness (NFU) prefer scarce products, or at least products which are depleting fast. However, the relationship between scarcity of offers and the NFU has not been much explored. The objective of this research is to understand how consumers with different levels of uniqueness respond to the scarcity appeal offer, especially with discount. Hypotheses relate to variability of purchase intent and attitude towards the product due to scarcity versus no-scarcity sales promotion appeals and by consumers with high and low needs for uniqueness. Proposed hypotheses were tested using 2 × 2 between-subjects factorial design. Quantity scarcity and no-scarcity appeals were manipulated using pre-tested and validated scenarios. Product used in the scenarios (laptop) was identified through an iterative process of seeking inputs from respondents with demographic profile similar to those in the final sample. Consumers’ need for uniqueness (CNFU) purchase intention, and attitude towards product were measured using scales that were pre-tested and validated using accepted protocols. On testing the formulated hypotheses using experimental design, it was found that: Consumers respond more favourably to quantity scarcity appeal offer when compared with no-scarcity appeal offer. Consumers with higher NFU indicate higher purchase intention in a no-scarcity appeal situation when compared with those with low NFU. There is no statistically significant difference in purchase intention of consumers with high and low needs for uniqueness in a situation of scarcity appeal messaging.

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Mohammadi, Sardar, Hossein Abdolmaleki, Sholeh Khodadad Kashi, Ainara Bernal-García, and Pablo Gálvez-Ruiz. "To Buy or Not to Buy: How Behavioral Habits Affect the Repurchase Intention of Cobranded Wearable Fitness Technology." Sustainability 13, no. 11 (June 7, 2021): 6499. http://dx.doi.org/10.3390/su13116499.

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Luxury sports products and brands in general have seen a significant increase in their sales, highlighting the high consumption of smart sports watches. The purpose of this study is to investigate the mediating role of cobranding, self-presentation, self-expression, and symbolic values in the relationship between the consumer’s need for uniqueness and the intention to repurchase luxury smart sports watches. The sample consisted of a total of 217 users of smart sports watches. An online questionnaire was used for data collection (24 items from 6 scales) and Smart PLS-SEM software was used for confirmatory factor analysis and to test a structural equation model. The findings provide an insight into the importance of cobranding on self-expression, self-presentation, and symbolic value. Specifically, in the case of intention to repurchase, the results show that symbolic value is the variable with the highest predictive value. This study provides an important advance in the academic literature related to luxury products in the sports sector, and the results facilitate a better understanding of the consumer’s intention to repurchase.

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Ruvio, Ayalla, Aviv Shoham, and Maja Makovec Brenčič. "Consumers' need for uniqueness: short‐form scale development and cross‐cultural validation." International Marketing Review 25, no. 1 (February 22, 2008): 33–53. http://dx.doi.org/10.1108/02651330810851872.

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Tian, Kelly Tepper, and Karyn McKenzie. "The Long-Term Predictive Validity of the Consumers' Need for Uniqueness Scale." Journal of Consumer Psychology 10, no. 3 (May 1, 2001): 171–93. http://dx.doi.org/10.1207/153276601750132731.

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Ruvio, Ayalla. "Unique like everybody else? The dual role of consumers' need for uniqueness." Psychology and Marketing 25, no. 5 (2008): 444–64. http://dx.doi.org/10.1002/mar.20219.

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Tian, Kelly Tepper, and Karyn McKenzie. "The Long-Term Predictive Validity of the Consumers’ Need for Uniqueness Scale." Journal of Consumer Psychology 10, no. 3 (January 2001): 171–93. http://dx.doi.org/10.1207/s15327663jcp1003_5.

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Lee, Hyun‐Joo, Archana Kumar, and Youn‐Kyung Kim. "Indian consumers' brand equity toward a US and local apparel brand." Journal of Fashion Marketing and Management: An International Journal 14, no. 3 (July 13, 2010): 469–85. http://dx.doi.org/10.1108/13612021011061898.

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PurposeThe purpose of this study is to examine effects of gender, need for uniqueness, and attitudes toward American products on dimensions of brand equity for a US and local apparel brand in the Indian market.Design/methodology/approachThree dimensions of brand equity are evaluated based on the respondents' shopping experience related to the selected US and local apparel brands. Data are collected from a convenience sample of college students in India.FindingsThe empirical tests show that, for a US apparel brand, there are direct and indirect effects of Indian consumers' gender, need for uniqueness (NFU), and attitudes toward American products on three dimensions of brand equity: perceived quality, brand loyalty, and brand associations with brand awareness. For local apparel brands, these effects are found for only one brand equity dimension: perceived quality.Research limitations/implicationsThe study uses only one US apparel brand, which may limit the generalization of the findings to all product categories and countries.Practical implicationsUS marketers need to improve Indian consumers' attitudes toward American products through marketing and promotional campaigns. On the other hand, Indian marketers should overcome the negative relationship between Indian consumers' attitudes toward American products and their quality perception toward a local apparel brand.Originality/valueLittle attention has been given to individual differences in evaluating the three dimensions of brand equity. By assessing brand equity based on the individual characteristics of gender, need for uniqueness, and attitudes toward American products, results of the study can help marketers to obtain more specific knowledge of brand equity about a target consumer group and thus enable them to plan and implement well‐suited strategies for improving their brand equity.

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Liang, Beichen, and Yanbin He. "The effect of culture on consumer choice: the need for conformity vs. the need for uniqueness." International Journal of Consumer Studies 36, no. 3 (June 21, 2011): 352–59. http://dx.doi.org/10.1111/j.1470-6431.2011.01013.x.

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WANG, Haizhong, Xiaowen FAN, and Jianying OUYANG. "Consumer self-construal, need of uniqueness and preference of brand logo shape." Acta Psychologica Sinica 49, no. 8 (2017): 1113. http://dx.doi.org/10.3724/sp.j.1041.2017.01113.

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Snyder, C. R. "Product Scarcity by Need for Uniqueness Interaction: A Consumer Catch-22 Carousel?" Basic and Applied Social Psychology 13, no. 1 (March 1992): 9–24. http://dx.doi.org/10.1207/s15324834basp1301_3.

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Workman, Jane E., and Laura K. Kidd. "Use of the Need for Uniqueness Scale to Characterize Fashion Consumer Groups." Clothing and Textiles Research Journal 18, no. 4 (September 2000): 227–36. http://dx.doi.org/10.1177/0887302x0001800402.

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Gupta, Gaurav, and Vineet Gupta. "Who am I Determinants of Young Consumer Need for Uniqueness in India." International Journal of Indian Culture and Business Management 1, no. 1 (2020): 1. http://dx.doi.org/10.1504/ijicbm.2020.10036158.

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Seo, Sukyung, and Chunmin Lang. "Psychological antecedents to customized apparel purchases." Journal of Fashion Marketing and Management: An International Journal 23, no. 1 (March 11, 2019): 66–81. http://dx.doi.org/10.1108/jfmm-10-2018-0128.

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Purpose The purpose of this paper is to determine the influences of consumers’ internal-oriented psychological factors (i.e. self- promotion, need for uniqueness, self-expression and self-monitoring) and external-oriented psychological properties (i.e. social identity and other-directedness) on the perception of customization and the sense of extended-self; further to identify whether the perception of customization and the sense of extended-self lead to purchase intention toward customized apparel products. Design/methodology/approach Data were collected through an online survey among college students in the USA, generating a valid sample size of 338 participants. Factor analysis and Structural Equation Modeling were utilized to test proposed hypotheses. Findings The results indicated that need for uniqueness and self-monitoring were significantly related to consumers’ perception of customization and the sense of extended-self, whereas impacts of self-expression and other-directedness were not significant. Furthermore, the results also confirmed that consumers’ perception of customization and the sense of extended-self were positively associated with purchase intention of customized apparel products. Originality/value This study investigates consumers’ psychological features that influence consumers’ buying intention of customized apparel products, which is the first attempt. The study results are insightful and beneficial for marketers to construct target consumer segmentation under different cultural and social settings.

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Ju, Naan, Kyu-Hye Lee, and Jiyeon Lee. "The effect of consumer's need for uniqueness on fashion orientation and consumption values." Research Journal of the Costume Culture 25, no. 1 (February 28, 2017): 104–16. http://dx.doi.org/10.7741/rjcc.2017.25.1.104.

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Wu, Wann-Yih, Hsiao-Yun Lu, Ying-Yin Wu, and Chen-Su Fu. "The effects of product scarcity and consumers' need for uniqueness on purchase intention." International Journal of Consumer Studies 36, no. 3 (May 31, 2011): 263–74. http://dx.doi.org/10.1111/j.1470-6431.2011.01000.x.

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Afshar Jahanshahi, Asghar, and Jianfeng Jia. "Purchasing Green Products as a Means of Expressing Consumers’ Uniqueness: Empirical Evidence from Peru and Bangladesh." Sustainability 10, no. 11 (November 6, 2018): 4062. http://dx.doi.org/10.3390/su10114062.

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Does consumers’ consumption of green products represent a method of satisfying their need for uniqueness? Does it enhance their self-image? In order to answer these questions, the present study attempts to understand how personal-level factors (such as the need for uniqueness) and product-level factors (such as self-expressive benefits) drive customers to go green. Survey-based data were collected from 247 customers in Bangladesh and 132 customers in Peru during 2017–2018. A hierarchical linear regression analysis was employed to test the proposed hypotheses. The results of this study highlight the important role played by the need for uniqueness as a major driver of green behavior among customers in both countries. Furthermore, self-expressive benefits were found to represent another reason on the part of customers in both Peru and Bangladesh for buying green products. This study hence contributes to the current literature by strengthening existing knowledge of the drivers of pro-environmental purchasing behavior in developing countries.

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Mastanjević, Kristina, Vinko Krstanović, Jasmina Lukinac, Marko Jukić, Mirela Lučan, and Krešimir Mastanjević. "Craft brewing – is it really about the sensory revolution?" KVASNY PRUMYSL 65, no. 1 (February 15, 2019): 13–16. http://dx.doi.org/10.18832/kp2019.65.13.

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The sudden craft breweries expansion currently occurring in Europe, and by that also in Croatia, has been a true conundrum. The question is why craft breweries currently undergo such intense propagation. The answers to this is not simple and has to be monitored from a few different angles: what are today’s consumer’s preferences? Why this sudden need to drink posh beer? Health wise – is it healthier to drink craft beer than industrial? The fact is that craft breweries offer beer with a story. The popularity of health benefits of moderate beer consumption, different reports in popular papers and magazines on polyphenolic and other anti-oxidative compounds that aid catching free radicals and reduce the damage they cause, contribute to the shift from industrial plane lager beer craft beer. In the eye of the scientific storm-genetic manipulation with yeast strains, and barley cultivars, water treatments, automatization, people choose simple procedures and raw materials that give them a feeling of uniqueness. This paper contributes to the knowledge of why craft breweries are taking on more and more popularity and why are consumers attracted to such products.

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Bhaduri, Gargi, and Nancy Stanforth. "Evaluation of absolute luxury." Journal of Fashion Marketing and Management: An International Journal 20, no. 4 (October 3, 2016): 471–86. http://dx.doi.org/10.1108/jfmm-12-2015-0095.

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Purpose The purpose of this paper is to investigate the effect of product description cues as a way to differentiate luxury products for the absolute luxury consumer and the effect of individual traits such as need for uniqueness, product involvement, and product knowledge on consumers’ perceptions of expected price. Design/methodology/approach An adult sample of 253 female US consumers were recruited for an online survey. Findings Consumers’ need for uniqueness was related to their level of clothing involvement, which in turn was related to clothing knowledge. Fashion clothing involvement was positively related to participants’ product knowledge which in turn positively influenced participants’ perceived change in expected price of products in response to various product descriptors or cues related to absolute luxury products. In addition, younger consumers were found to be more involved in fashion clothing than older consumers. Originality/value This study extends the research into the luxury market and identifies elements of the marketing mix which might be manipulated to better inform potential customers about the luxury product. The study further emphasizes that product descriptors or cues can have an impact on price judgments, especially for highly involved and knowledgeable consumers. This is especially important to academicians as well as marketers since high fashion involved consumers have often been seen as drivers, influential, and legitimists of the fashion adoption process.

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Aydin, Gokhan. "Authenticity, Uniqueness and Intention to Buy Scarce Products." International Journal of Marketing Studies 8, no. 2 (March 28, 2016): 59. http://dx.doi.org/10.5539/ijms.v8n2p59.

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This study aims to find empirical evidence between personality elements (authenticity, sense of uniqueness, need for uniqueness) and individual’s preference of scarce products (PUI). A model was founded upon an extension of Snyder’s studies of uniqueness seeking behavior and psychological authenticity literature. Survey methodology was used and a questionnaire was developed using widely accepted authenticity (operationalized under three categories, namely authentic living, self-alienation and external influence), sense of uniqueness (SOU), and need for uniqueness (NFU) scales. A total of 257 valid questionnaires were obtained out of 298 fully-completed forms collected from young millennials in Turkey, one of the largest developing countries with a collectivist culture. The data was analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that only authentic living has a statistically significant effect on individuals’ SOU. This component of authenticity also has a significant effect on consumers’ desire for scarce and unique products through SOU. Significant but moderate level direct effects of SOU on PUI and NFU on PUI were observed in the analysis. Compared to the extant literature, this study adopts a more comprehensive interpretation of uniqueness, and incorporates authenticity as an antecedent to fill a research gap.

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Orangzab, Muhammad Sajjad, Muhammad Umair Zulfiqar, Muhammad Irfan Chani, Bilal Tariq, and Rai Imtiaz Hussain. "Influential factors of brand extension among university students: case for Pakistan." Marketing and Management of Innovations 5, no. 2 (2021): 278–92. http://dx.doi.org/10.21272/mmi.2021.2-23.

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Brand extension is considered to be a highly plausible and essential factor for the success of new products. It is an elusive concept that adds value to the offered products and gives a competitive advantage for strategical positioning of new products in the consumers' minds. This study carefully considers the influential factors for the evaluation of brand extension for products targeting young customers. This study analyzed the three important characteristics of consumers by employing a new and proposed nomological network to assess the brand extension and its strategies. First, the brand extension was directly regressed with the need for uniqueness and with innovativeness. After observing the significance of the regressed model, the model was finally analyzed with the intervening variable of need for variety. Six hypotheses were developed, and the proposed theoretical model was assessed through structural equation modeling (SEM) with the help of SmartPLS. Data was collected from 331 university students of southern Punjab, Pakistan. It was found that all three personal characteristics of young consumers (need for uniqueness, innovativeness, and need for variety) are highly significant with the evaluation of brand evaluation. The proposed model explained more than 30% variation in the observed phenomenon. It was observed that the need for variety partially mediates the relationship between the need for uniqueness, innovativeness, and brand extension. As per the results of this study, it was found that the variety of products matters a lot for young customers so, marketers must consider the variation in the products while extending their product line. Theoretically, this study contributed and enhanced the nomological network of brand extension for young consumers. Practically, the study would help the decision-makers understand the preferences of the young generation to devise the new strategies of brand extension.

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Chinomona, Elizabeth. "Modelling the Drivers of Impulsive Buying Behaviour: A Case of South Africa." Journal of Economics and Behavioral Studies 11, no. 1(J) (March 10, 2019): 27–38. http://dx.doi.org/10.22610/jebs.v11i1(j).2745.

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Abstract: Impulsive buying behavior is an emerging phenomenon in marketing literature and it affects consumers across the board. Impulsive buying is seen as the outcome of demonstrative reactions that breed the unexpected craving to purchase. Impulsive buying is becoming an important factor for retailers since they generate a lot of income through this kind of behavior. Due to the expansion of organized retail over the country, shops are trying to comprehend the buying behavior of consumers and try by all means that they trigger consumers to act in an impulsive way. Traditional buying behavior of consumers was seen as when purchasers made a list for purchasing products then depart to a particular store and purchase it. But now the whole buying behavior is changing due to the rise in the income level of consumers. This is giving the consumers more buying power, transformation in the socio-cultural environment way of life and consumption pattern. This, therefore, influences the consumer to act in an irrational manner which is known as unplanned buying without considering the potential consequences which may include non-usage of the product, negative economic consequences and feelings of regret, fury and fault. So the present study aims to analyze how uniqueness, price and past orientation influence impulse buying behavior are focusing on classical clothing brands like Nike, Adidas and Reebok. This study attempts to discern how consumer's traditional planned shopping behavior is shifting to impulse buying behavior. The study used a quantitative research method and analyzed the data by means of SMART PLS to test the relationships and the model. 350 questionnaires were used for data analysis using convenience sampling process. The outcomes of the research showed a progressive and significant association between the predictors (the need for uniqueness, price and past orientation) and the outcome variable (impulsive buying behavior).

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Wang, Changzheng, Xuechun Zhou, and Minxue Huang. "Seeking similarity or reserving differences." Journal of Contemporary Marketing Science 2, no. 2 (July 1, 2019): 101–19. http://dx.doi.org/10.1108/jcmars-01-2019-0011.

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Purpose Chinese face refers to reputation, others’ respect or compliance which is gained through self-representation and role-playing. The purpose of this paper is to identify and distinguish the four dimensions of face construct: personal identity-face, family identity-face, friend identity-face and occupational identity-face. Based on this, the authors discuss and investigate the influence of four different face dimensions on a consumer’s need for uniqueness (CNFU). Design/methodology/approach This research uses a questionnaire survey method and convenience samples. Subjects are students from a university in Wuhan operated directly under the Ministry of Education. A total of 730 questionnaires were distributed mainly in libraries and study rooms. After eliminating invalid questionnaires, 690 questionnaires were obtained. In sum, 44.1 percent research subjects are males, and 59 percent of them are undergraduate samples; 92.5 percent subjects’ monthly disposable consumption was less than 2,000 yuan. Findings The result shows that the influence paths and directions are different. Specifically, personal identity-face and family identity-face restrain CNFU through promoting interdependent self-construal, and friend identity-face and occupational identity-face facilitate CNFU through enhancing the consumer’s susceptibility to normative influence. Originality/value These findings are useful for clarify contemporary Chinese individuality-seeking consumption and conformity consumption behavior, and will shed light on form strategic practices, such as brand positioning and product communication.

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Wu, Paul C. S., and Wei Kang Lo. "Effects of product scarcity: the mediating role of consumer need for uniqueness and conformity." International Journal of Business Environment 9, no. 1 (2017): 34. http://dx.doi.org/10.1504/ijbe.2017.084702.

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Wu, Paul C. S., and Wei Kang Lo. "Effects of product scarcity: the mediating role of consumer need for uniqueness and conformity." International Journal of Business Environment 9, no. 1 (2017): 34. http://dx.doi.org/10.1504/ijbe.2017.10005658.

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Gao, Min, and Bingqun Cui. "Literature Review on Product Distinctiveness Evaluation and Consumer Choice Based on Need for Uniqueness." American Journal of Industrial and Business Management 06, no. 07 (2016): 840–45. http://dx.doi.org/10.4236/ajibm.2016.67079.

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Aztiani, Dira, Zakaria Wahab, and Isni Andriana. "The Effect of Perceived Quality, Perceived Price and Need for Uniqueness on Consumer’s Purchase Intention Through Online Store of Children Import Bag in Palembang, Indonesia." International Journal of Scientific and Research Publications (IJSRP) 9, no. 8 (August 6, 2019): p9222. http://dx.doi.org/10.29322/ijsrp.9.08.2019.p9222.

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Kao, Danny Tengti. "The Impacts of Consumers’ Need for Uniqueness (CNFU) and Brand Personality on Brand Switching Intentions." Journal of Business Theory and Practice 1, no. 1 (February 28, 2013): 83. http://dx.doi.org/10.22158/jbtp.v1n1p83.

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This research attempts to apply the CNFU and brand personality to examine consumers’ brand switching intentions. Specifically, this research will explore the moderating role of brand personality in the impact of CNFU on brand switching intentions. Research results indicate that high-CNFU individuals tend to express higher brand switching intentions than low-CNFU individuals, whereas low-CNFU individuals tend to express lower brand switching intentions. Moreover, high-CNFU individuals tend to express lower brand switching intentions toward products with strong brand personality than those with weak brand personality, whereas low-CNFU individuals tend to express higher brand switching intentions toward products with strong brand personality than those with low brand personality.

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Latter, Chelsey, Ian Phau, and Chris Marchegiani. "The Roles of Consumers Need for Uniqueness and Status Consumption in Haute Couture Luxury Brands." Journal of Global Fashion Marketing 1, no. 4 (November 2010): 206–14. http://dx.doi.org/10.1080/20932685.2010.10593072.

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Sadik-Rozsnyai, Orsolya, and Laurent Bertrandias. "New technological attributes and willingness to pay: the role of social innovativeness." European Journal of Marketing 53, no. 6 (June 10, 2019): 1099–124. http://dx.doi.org/10.1108/ejm-12-2016-0834.

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PurposeIntegrating new technological attributes into existing products is a common way to innovate and is supposed to meet consumers’ functional needs. This paper aims to demonstrate how adding such attributes also increases willingness to pay (WTP) a premium for a product by activating consumers’ social need to feel unique.Design/methodology/approachThe data were collected through a quantitative survey based on a nationally representative sample (N= 345). A choice-based conjoint analysis was used to estimate the perceived value of the new technological attribute and WTP a premium.FindingsThe perceived value of the new technological attribute has a positive effect on WTP a premium only for consumers with a high degree of social innovativeness (linked to their need for uniqueness) because they interpret this innovation as an opportunity to differentiate themselves from others.Practical implicationsWhen companies innovate by introducing new technological attributes, their communication should emphasize and trigger these attributes’ high performance and uniqueness. Thus, consumers seeking social differentiation through innovation will be much less sensitive to price and will be more prone to pay a premium for these products.Originality/valueThe main contribution of this article is to show that integrating and emphasizing a new technological attribute can increase consumers’ WTP a premium beyond that of the attribute’s functional value. Thus, new technological attributes will decrease the price sensitivity of consumers high in social innovativeness and increase their WTP a premium for the product, because they consider it as a means to stand out from others.

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Jung, Hyewon, and Sunjin Hwang. "A study on the consumer preference according to consumer's need for uniqueness, ALPHA-NUMERIC brand name and types of fashion goods." Fashion business 16, no. 5 (December 30, 2012): 114–29. http://dx.doi.org/10.12940/jfb.2012.16.5.114.

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Zheng, Jin-Hui, Bin Shen, Pui-Sze Chow, and Chun-Hung Chiu. "The Impact of the Strategic Advertising on Luxury Fashion Brands with Social Influences." Mathematical Problems in Engineering 2013 (2013): 1–16. http://dx.doi.org/10.1155/2013/534605.

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It is well known that purchase of luxury fashion brands is strongly influenced by social needs such as the need for uniqueness and the need of conformity. The existence of these two competing social needs separates customers into two groups who exhibit different buying behaviors. This paper concerns the impacts of such social influences between different consumer groups on pricing and advertising strategies of luxury fashion brands with penalty of insufficient advertising. We start by considering different advertising allocation strategies and derive the corresponding local optimal pricing and advertising allocation policies, through which the global optimal policy that maximizes the company’s profit can be obtained. Important insights on strategic advertising for luxury fashion brands are discussed.

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Journal articles on the topic 'Consumer’s need for uniqueness'

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