This research tested the proposition that consumers presenting under a negational identification frame are more likely to choose unique products than when they present themselves affirmationally. Study 1 demonstrated this main effect in a real-choice setting. Study 2 underlined temporary accessibilities to one's desired (undesired) identities when an affirmational (negational) identification frame is adopted. Study 3 further demonstrated that identity valence interacts with identification frames in driving uniqueness-seeking tendency. Additionally, this effect was found to be mediated by self-other distinction in Study 4. The research implications for both the “what” and the “how” aspects of identity-driven consumption are discussed.