The desire for unique consumer products: A new individual differences scale

Abstract

In this article we examine individual differences in the desire for unique consumer products. We identify several of the antecedents and consequences of this variable and argue that a new scale to measure it is needed. Then we report the results of our efforts to develop and validate such a scale. The 8-item scale that emerged from these efforts is shown to be unidimensional, to have a factor structure that generalizes across student and nonstudent samples, and to have acceptable internal and test-retest reliabilities. The scale's validity is attested to by its theoretically intelligible relationships with other personality measures and by its ability to differentiate between the patrons of an artistic theater and a second-run theater. Finally, we discuss the potential uses of the scale in both basic and applied marketing research.

Conspicuous consumption orientation: Conceptualisation, scale development and validation

“…In order to answer this question, we validated the scale. In order to construct validate the scale we analysed both the convergent and the discriminant validity measures of the scale using correlation coefficients with various personality correlates using a fresh sample of students (n ¼ 250) (Cook and Campbell, 1979;Lynn and Harris, 1997;Kerlinger and Lee, 2000). The results of these analyses are discussed briefly in the following paragraphs:…”

“…These consumers are thus intelligent, perceptive, imaginative, cultured, inquisitive, curious (Judge and Bono, 2000), open to experiences, tolerant and prone to divergent thinking and creativity. Thus, it was posited that CCO was positively correlated to DUCP (Lynn and Harris, 1997), a construct that conceptually measures a similar consumer behaviour phenomenon. A strong correlation (r ¼ 0.72, p < 0.01) provided evidence of the convergent validity of the CC scale.…”

Food, sex and the hunger for distinction

“…Individual differences in desires for differentiation also shape preferences. Consumers with higher need for uniqueness (CNFU, Tian, Bearden, & Hunter, 2001) prefer scarce and customized products (Lynn & Harris, 1997) and are more likely to chose products that are distinct (Tian et al, 2001). Similarly, individuals with a dominant independent self‐construal (e.g., Americans compared to East Asians) have been shown to exhibit greater preference for more unique products (Aaker & Schmitt, 2001; Kim & Markus, 1999).…”

Sustainable Fashion Supply Chain Management

“…For example, Reiley and DeLong (2011) conduct an exploratory study to address the perception of the vintage and new clothing wearers towards the desire of uniqueness in the US. They adopt the "Desire for Unique Consumer Products" (DUCP) scale developed by Lynn and Harris (1997) to measure the degree of desire for unique consumer products. Interestingly, the vintage wearers have a higher desire for unique appearance when compared with the new clothing wearers, and they believe that they are the fashion leaders due to the wide variety of fashion product sourcing and their own mix and match unique style.…”