Uniqueness Self-Congruence

What it measures

Measures the degree to which a consumer perceives that a particular product expresses and reflects their personal uniqueness. Used in Study 1 (n = 251 business students) as well as Study 3 and Ancillary Study 3A. Insert product name or generic reference in each blank. Source not stated; appears to be original to the authors. Companion scales from the same study include Task Accomplishment Pride (ID 820) and Product Aesthetic Design Appeal (ID 825).

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• The _____ expresses my unique personality.
• When I think about the _____, I feel unique.
• The _____ reflects my uniqueness.

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

Usage notes & scoring

Insert product name or generic reference (e.g., 'pen,' 'self-designed pen') in each blank. Source not stated; appears original. Alpha = .91. Companion scales from same paper: Task Accomplishment Pride (ID 820) and Product Aesthetic Design Appeal (ID 825).

Recommended companion scales

Citation

Kaiser, U., Schreier, M., & Janiszewski, C. (2017). The self-expressive customization of a product can improve performance. Journal of Marketing Research, 54(5), 816–831.

Keywords