The article presents a study on consumers' need for uniqueness, a trait measure that captures the motivation to differentiate oneself from others through the acquisition, use, and disposal of consumer goods. This need is defined as the pursuit of differentness relative to others, aimed at developing and enhancing one's personal and social identity. The study develops and validates a scale to measure this need, which is distinct from other concepts like independence motivation and general need for uniqueness. The scale was developed through a series of studies, including item generation, content validity assessment, and refinement based on data from two samples: 273 undergraduate students and 621 participants from a mail survey. The final scale consists of 31 items, divided into three dimensions: creative choice counterconformity, unpopular choice counterconformity, and avoidance of similarity. The latent structure of the scale was assessed using a three-factor oblique model, which showed good fit in both samples. The scale demonstrated high internal consistency reliability and was found to be independent of demographic variables such as age, gender, and income. The study also conducted various validity tests, including known-groups validity, response bias, and discriminant validity, which supported the scale's validity. The results indicated that the scale effectively measures consumers' need for uniqueness, which is distinct from other related constructs. The study highlights the importance of understanding this need in consumer behavior and marketing, as it influences consumer choices and responses to product designs and advertising messages. The findings suggest that consumers driven by this need may engage in various uniqueness-seeking behaviors, such as purchasing unique products, avoiding similar products, and modifying existing products to enhance their uniqueness. The study contributes to the understanding of consumer behavior by providing a reliable and valid measure of consumers' need for uniqueness.The article presents a study on consumers' need for uniqueness, a trait measure that captures the motivation to differentiate oneself from others through the acquisition, use, and disposal of consumer goods. This need is defined as the pursuit of differentness relative to others, aimed at developing and enhancing one's personal and social identity. The study develops and validates a scale to measure this need, which is distinct from other concepts like independence motivation and general need for uniqueness. The scale was developed through a series of studies, including item generation, content validity assessment, and refinement based on data from two samples: 273 undergraduate students and 621 participants from a mail survey. The final scale consists of 31 items, divided into three dimensions: creative choice counterconformity, unpopular choice counterconformity, and avoidance of similarity. The latent structure of the scale was assessed using a three-factor oblique model, which showed good fit in both samples. The scale demonstrated high internal consistency reliability and was found to be independent of demographic variables such as age, gender, and income. The study also conducted various validity tests, including known-groups validity, response bias, and discriminant validity, which supported the scale's validity. The results indicated that the scale effectively measures consumers' need for uniqueness, which is distinct from other related constructs. The study highlights the importance of understanding this need in consumer behavior and marketing, as it influences consumer choices and responses to product designs and advertising messages. The findings suggest that consumers driven by this need may engage in various uniqueness-seeking behaviors, such as purchasing unique products, avoiding similar products, and modifying existing products to enhance their uniqueness. The study contributes to the understanding of consumer behavior by providing a reliable and valid measure of consumers' need for uniqueness.