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, marketers of unique products can use the antecedents identified in this study to develop and encourage CNFU. Third, the findings can be used to design advertising campaigns such as by emphasizing the social context of consumption of high‐uniqueness products. Originality/value An original and first presentation of a cross‐cultural validation of a parsimonious CNFU scale.