Consumers' Need for Uniqueness (CNFU)
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. doi: 10.1086/321947
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See also Ruvio et al's (2008)
Consumers' Need for Uniqueness - short form.
Description:
Purpose
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The CNFU was designed to assess consumers' need for uniqueness, which was defined as "an individual's pursuit of differentness relative to others that is achieved through the acquisition, utilization, and disposition of consumer goods for the purpose of developing and enhancing one's personal and social identity".
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Questions
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31 items using 5-point ratings (1 = strongly agree to 5 = strongly disagree)
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Sub-scales
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3 sub-scales:
- Creative choice counterconformity (CCC): "original, novel, or unique" choices that are different yet "likely to be considered good choices by these others" (11 items)
- Unpopular choice counterconformity (UCC): choices that "deviate from group norms and thus risk social disapproval that consumers withstand in order to establish their differentness from others" (11 items)
- Avoiding similarity (AS): "the loss if interest in, or discontinued use of, possessions that become commonplace in order to move away from the norm and reestablish one's differentness" (9 items)
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Domain
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Psychometrics
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Sample items
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- I collect unusual products as a way of telling people I'm different. (CCC)
- I often dress unconventionally even when it's likely to offend others. (UCC)
- I often try to avoid products or brands that I know are bought by the general population. (AS)
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References:
Scale:
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. doi: 10.1086/321947
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