Need for Uniqueness Scale
NFUConsumer Need for Uniqueness
31 items
2001
α 0.82–0.88
Free
Tian, K.T., Bearden, W.O., & Hunter, G.L.
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.
Representative items
- I often combine possessions in such a way that creates a personal image that can't be duplicated. (Creative Choice)
- I try to find a more interesting version of run-of-the-mill products because I enjoy being original. (Creative Choice)
- I have sometimes purchased unusual products or brands as a way to create a more distinctive personal image. (Unpopular Choice)
- I avoid products that have been purchased by most consumers because I want to be different from others. (Avoidance of Similarity)
- I shop at stores that carry merchandise that helps me develop my own personal image. (Creative Choice)
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.