Article2001

The Long-Term Predictive Validity of the Consumers' Need for Uniqueness Scale

229 citations0/0 files storedJournal of Consumer Psychology

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Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies Consumer Perception and Purchasing Behavior

Abstract

This research examines the long‐term ability of the consumers’ need for uniqueness measure to predict consumers’ valued possessions, shopping behaviors, and experiences. Consumers’ need for uniqueness reflects individual differences in counterconformity motivation (i.e., the pursuit of differentness relative to others) that is manifest in consumer responses. This research reports on 2 longitudinal assessments of the scale's predictive validity using data collected at 4 stages from a consumer mail‐survey sample. One year following initial responses to the trait measure, respondents participated in a second survey in which they photographed and rank ordered their valued possessions. In a third survey, the photographs served as cues to obtain responses to ratings of possession benefits and to questions regarding acquisition of the possession. Overall, the results support a number of hypotheses regarding the relation of consumers’ need for uniqueness to salient possession benefits, types of goods comprising consumers’ valued possessions, and shopping behaviors associated with acquiring valued possessions. Two years following initial responses to the trait measure, members of the consumer mail panel completed a fourth survey, indicating their participation in various uniqueness‐enhancing consumer activities. Results support the stability and predictive validity of the measure over the 2‐year period. Because the design of possessions and endorsed uniqueness‐enhancing activities considered in the consumer mail panel studies varied across individuals, an additional study was conducted that demonstrated the scale's ability to predict individuals’ counterconformity responses to the same choice situation.

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References

1980Understanding Attitudes and Predicting Social Behavior 1990Comparative fit indexes in structural models.1991Culture and the Self: Implications for Cognition, Emotion, and Motivation 1988Possessions and the Extended Self 1991Measures of Personality and Social Psychological Attitudes 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods 1989Measurement of Consumer Susceptibility to Interpersonal Influence 1995Seeking the Ideal Form: Product Design and Consumer Response

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