search query: @author Hunter, G. L. / total: 1
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| Author: | Tian, K. T. Bearden, W. O. Hunter, G. L. |
| Title: | Consumers' Need for Uniqueness: Scale Development and Validation |
| Journal: | Journal of Consumer Research
2001 : JUN, VOL. 28:1, p. 50-66 |
| Index terms: | CONSUMER RESEARCH CONSUMERS MARKETING |
| Language: | eng |
| Abstract: | Consumers acquire and display material possessions for the purpose of feeling differentiated from other people and, thus, are targeted with a variety of marketing stimuli that attempt to enhance self-perceptions of uniqueness. Because the pursuit of differentness (or counterconformity motivation) varies across individuals to influence consumer responses, the authors develop and validate a trait measure of consumers' need for uniqueness. Consumers' need for uniqueness is defined as an individual's pursuit of differentness relative to others that is achieved through the acquisition, utilization, and disposition of consumer goods for the purpose of developing and enhancing one's personal and social identity. |
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