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, marketer...

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