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Consumers' need for uniqueness: short‐form scale development and cross‐cultural validation

Consumers' need for uniqueness: short‐form scale development and cross‐cultural validation Purpose – The purpose of this paper is to develop and validate cross‐culturally a short‐form, consumers' need for uniqueness (CNFU) scale. The length of the original scale (31 items) might have hindered its diffusion in research when questionnaire length and respondent fatigue are major considerations. Design/methodology/approach – The paper uses survey‐based data from Israel, Slovenia, and the Palestinian Authority and uses a combination of statistical techniques, such as EFA, CFA, and structural equation modeling. Findings – In general, support was found for the cross‐cultural reliability and validity of the new, short‐form CNFU scale. Research limitations/implications – Future research can use the short‐form scale with additional confidence in its cross‐cultural reliability and validity. Practical implications – First, since CNFU appears not to be culturally bound, marketers can identify cross‐country segments of high‐CNFU individuals and use standardized marketing campaigns to reach them. Second, marketers of unique products can use the antecedents identified in this study to develop and encourage CNFU. Third, the findings can be used to design advertising campaigns such as by emphasizing the social context of consumption of high‐uniqueness products. Originality/value – An original and first presentation of a cross‐cultural validation of a parsimonious CNFU scale. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Consumers' need for uniqueness: short‐form scale development and cross‐cultural validation

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References (67)

Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330810851872
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to develop and validate cross‐culturally a short‐form, consumers' need for uniqueness (CNFU) scale. The length of the original scale (31 items) might have hindered its diffusion in research when questionnaire length and respondent fatigue are major considerations. Design/methodology/approach – The paper uses survey‐based data from Israel, Slovenia, and the Palestinian Authority and uses a combination of statistical techniques, such as EFA, CFA, and structural equation modeling. Findings – In general, support was found for the cross‐cultural reliability and validity of the new, short‐form CNFU scale. Research limitations/implications – Future research can use the short‐form scale with additional confidence in its cross‐cultural reliability and validity. Practical implications – First, since CNFU appears not to be culturally bound, marketers can identify cross‐country segments of high‐CNFU individuals and use standardized marketing campaigns to reach them. Second, marketers of unique products can use the antecedents identified in this study to develop and encourage CNFU. Third, the findings can be used to design advertising campaigns such as by emphasizing the social context of consumption of high‐uniqueness products. Originality/value – An original and first presentation of a cross‐cultural validation of a parsimonious CNFU scale.

Journal

International Marketing Review – Emerald Publishing

Published: Feb 22, 2008

Keywords: Unique selling proposition; Consumer behavior; Product differentiation; Cross‐cultural studies

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