Consumers' need for uniqueness: a cross-cultural validation

Abstract

We conduct a cross-cultural validation of the Consumers’ Need for Uniqueness (CNFU) scale. Using confirmatory factor analysis, the cross-cultural reliability and validity of the CNFU scale developed by Tian, Bearden and Hunter (2001) was tested on the basis of a sample of 1191 consumers from five countries, namely, USA, Brazil, India, Thailand, and Mexico. The scale was estimated and validated in all five cultures. The analysis reveals that the CNFU scale has sound psychometric properties. The results indicate generality of all the scale items and that the CNFU is a cross-cultural phenomenon that has a significant impact on market maven, a key marketplace variable.