The article "Consumers’ Need for Uniqueness: Scale Development and Validation" by Kelly Tepper Tian, William O. Bearden, and Gary L. Hunter explores the concept of consumers' need for uniqueness, which is driven by the pursuit of differentness relative to others. The authors develop and validate a trait measure of this need, which is defined as the individual's desire to differentiate oneself through the acquisition, utilization, and disposition of consumer goods to enhance personal and social identity. The study includes a series of validation studies to assess the scale's validity and importance, focusing on its latent structure, reliability, and predictive power. The results indicate that the scale effectively captures consumers' need for uniqueness and can be used to better understand consumer behavior and the role of consumption in identity expression. The scale is found to have high internal consistency and discriminate well from other constructs, such as general need for uniqueness and individuation. The authors also test the scale's nomological validity by examining its relationships with antecedent causes and consequential effects, providing evidence that it operates as hypothesized for counterconformity motivation.The article "Consumers’ Need for Uniqueness: Scale Development and Validation" by Kelly Tepper Tian, William O. Bearden, and Gary L. Hunter explores the concept of consumers' need for uniqueness, which is driven by the pursuit of differentness relative to others. The authors develop and validate a trait measure of this need, which is defined as the individual's desire to differentiate oneself through the acquisition, utilization, and disposition of consumer goods to enhance personal and social identity. The study includes a series of validation studies to assess the scale's validity and importance, focusing on its latent structure, reliability, and predictive power. The results indicate that the scale effectively captures consumers' need for uniqueness and can be used to better understand consumer behavior and the role of consumption in identity expression. The scale is found to have high internal consistency and discriminate well from other constructs, such as general need for uniqueness and individuation. The authors also test the scale's nomological validity by examining its relationships with antecedent causes and consequential effects, providing evidence that it operates as hypothesized for counterconformity motivation.