Consumers' Need for Uniqueness
Part 3. Consumer Behavior
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Ruvio, A. A. 2010. Consumers' Need for Uniqueness. Wiley International Encyclopedia of Marketing. 3.
- 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.