Examining need for uniqueness in emerging markets

The purpose of this paper is to conduct a five-country study of consumers’ need for uniqueness (CNFU) and examine its research and practical implications. Most studies examining CNFU have used single country or US-based samples. To promote cross-cultural research, the authors test the cross-cultural reliability and validity of the CNFU scale using data from the USA, a developed economy, Brazil, India, Thailand, and Mexico, all emerging economies.

The original CNFU scale was developed in the USA. Therefore, to cross-validate the scale, data were collected from consumers in the USA, Brazil, India, Thailand, and Mexico as these countries demonstrate important socio-economic and cultural differences. The scale was tested using confirmatory factor analysis.

The scale was estimated and validated in all five countries and the analysis reveals that the CNFU scale has sound psychometric properties. Further, the authors find that CNFU is a cross-cultural phenomenon that has a significant impact on market mavenism (MM), and this relationship is moderated by usage variety (UV).

The results indicate generality of all the scale items, and demonstrate that CNFU is a cross-cultural phenomenon. Greater nomological validity of the CNFU construct could be established by investigating its relationship with more constructs.

The authors provide empirical evidence on the cross-cultural validity of the CNFU scale; examine its effect on MM; and role of UV on the relationship between CNFU and MM.