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Consumers' Need for Uniqueness

Part 3. Consumer Behavior

  1. Ayalla A. Ruvio

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03062

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Ruvio, A. A. 2010. Consumers' Need for Uniqueness. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. Temple University, Philadelphia, PA, USA

Publication History

  1. Published Online: 15 DEC 2010


Consumer's need for uniqueness is defined as an enduring personality trait driving individuals to pursue dissimilarity by acquiring, using, and disposing of products and brands in an effort to develop a distinctive self- and social-image. It was conceptualized as a three-dimensional construct including creative choice, unpopular choice, and avoidance of similarity. Studies substantiated its relationships with a variety of consumption behaviors.


  • uniqueness;
  • need;
  • personality;
  • individuality;
  • counterconformity