Need for Uniqueness Scale

What it measures

Measures the trait-level motivation to acquire and display consumer goods that distinguish the self from others. Three dimensions capture choosing unusual/creative products, choosing products despite their unpopularity, and avoiding products that are too widely owned. Central to research on luxury, niche brands, limited editions, and anti-conformity consumption.

Response format

Likert (1–5, strongly disagree to strongly agree)

Scale items

Creative Choice Counterconformity — choosing products that differ creatively from norms (Likert 1–5)

• I often look for one-of-a-kind products or brands so that I create a style that is all my own.
• I actively seek to develop my personal style by combining possessions in novel ways.
• Having an eye for products that are interesting and unusual assists me in establishing a distinctive image.
• I often try to find a more interesting version of run-of-the-mill products because I enjoy being original.
• I frequently look for new products or brands that will add to my personal style.
• Finding things that make me distinctive is important to me.
• When products or brands I like become popular among the general population, I lose interest in them.
• I am particularly drawn to rare objects because of their uniqueness.
• I often search for new ideas in home decoration in order to create a special environment in my home.
• I prefer to think of myself as an individual who avoids 'following the crowd'.
• I avoid combinations of possessions that are typically owned together by others.

Unpopular Choice Counterconformity — choosing products that most people would not choose (Likert 1–5)

• I sometimes look for things that aren't typically purchased by others because I want to be original.
• I avoid products or brands that have already been accepted and purchased by the average consumer.
• When a product I own becomes popular among the general population, I begin to use it less.
• The more commonplace a product or brand is among the general population, the less interested I am in buying it.
• I often try to avoid products or brands that I know are bought by the general population.
• I have sometimes purchased unusual products or brands as a way to create a more distinctive personal image.
• When someone copies my product choices, I feel I should change what I buy to remain different from others.
• If other people can easily obtain a product, this fact alone makes it less desirable to me.
• I look for products that are very different from the typical selections in order to build a unique image.
• I avoid wearing popular clothing in order to ensure my personal appearance is unique.

Avoidance of Similarity — avoiding products that others have to maintain uniqueness (Likert 1–5)

• I dislike brands or products that are customarily purchased by everyone.
• I look for products and brands that are not seen as typically purchased by others.
• I dress in ways that make me stand out from the crowd.
• I try to develop my personal style in a way that makes me different.
• I sometimes choose items that are unconventional in order to give myself a more unique persona.
• I have often gone against the fashion trend in order to look different from others.
• I try to avoid dressing in ways that are usually associated with others.
• I look for exclusive products because I want to be the only one with them.
• When I see a product that is popular, I avoid it because I want to appear different.
• I have sometimes purchased unusual products as a way to express myself.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Three subscale scores. Score = mean per subscale. NFU is a strong predictor of luxury brand preference, limited-edition appeal, and customisation demand. The 3-item version (Ruvio, 2008) is widely used for brevity. Related to consumer distinctiveness theory and optimal distinctiveness theory.

Recommended companion scales

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.

Keywords