Consumers' Need for Uniqueness Scale
CNFUThe trait of pursuing differentness relative to others through the acquisition, utilisation, and disposition of consumer goods for the purpose of developing and enhancing one's self-image and social image. CNFU encompasses three manifestations: creative choice counterconformity (expressing uniqueness through creative, aesthetically driven choices), unpopular choice counterconformity (willingness to defy social norms in consumption), and avoidance of similarity (abandoning popular products once they become mainstream).
31 items
2001
α 0.94–0.95
Free
Tian, K.T., Bearden, W.O. & Hunter, G.L.
What it measures
The CNFU scale operationalises the desire to stand out from others through consumer choices, grounded in Snyder & Fromkin's (1977) uniqueness theory. Creative choice counterconformity reflects preference for original, aesthetically distinctive products that express individuality without social risk. Unpopular choice counterconformity reflects willingness to make choices that others may disapprove of. Avoidance of similarity reflects systematic disengagement from products when they become widely adopted. The overall CNFU score is validated (not subscale scores individually) — factor intercorrelations are 0.56–0.67. CNFU is negatively correlated with age, uncorrelated with gender or education, and not contaminated by social desirability. Validated with known groups (tattoo artists, low-rider owners, medievalist reenactors, art students).
Representative items
- I often look for one-of-a-kind products or brands so that I create a style that is all my own. (Creative)
- The products and brands that I like best are the ones that express my individuality. (Creative)
- I often dress unconventionally, even when it's likely to offend others. (Unpopular)
- If someone hinted that I had been dressing inappropriately for a social situation, I would continue dressing in the same manner. (Unpopular)
- When products or brands I like become extremely popular, I lose interest in them. (Avoidance)
Citation
Tian, K.T., Bearden, W.O., & Hunter, G.L. (2001). Consumers' need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50–66.