The theory of uniqueness originates from the work of Snyder and Fromkin (1977, 1980), who argue that individuals possess a fundamental motivation to maintain a sense of distinctiveness relative to others. This need for uniqueness is activated when individuals perceive a threat to their self-concept caused by excessive similarity with others. In response, they engage in behaviors aimed at restoring an optimal level of differentiation, while generally remaining within socially acceptable boundaries.

Snyder and Fromkin (1980) emphasize that uniqueness seeking is not a deviant or antisocial tendency but a regulated motivational force that coexists with competing needs such as affiliation and conformity. Individuals therefore seek to be different only to the extent that such differentiation does not lead to strong social sanctions. Consumption represents a particularly suitable domain for expressing uniqueness, as products and brands serve as symbolic resources for identity construction.

Extending this framework to consumer behavior, Tian, Bearden, and Hunter (2001) conceptualize consumers’ need for uniqueness as a multidimensional construct comprising three dimensions:

• Creative choice counterconformity refers to the preference for novel or distinctive products that remain socially acceptable and positively evaluated.
• Unpopular choice counterconformity captures consumers’ willingness to adopt products that deviate from norms even at the risk of social disapproval.
• Avoidance of similarity reflects the tendency to abandon products or brands once they become too popular, in order to preserve a sense of distinctiveness over time.

These dimensions highlight the dynamic nature of uniqueness seeking, as the diffusion of products reduces their capacity to signal differentiation.

In marketing and advertising research, the theory of uniqueness has been used to explain preferences for differentiated products, limited editions, and unconventional designs. Consumers with a high need for uniqueness are more likely to make atypical choices when these choices can be justified or symbolically framed (Simonson & Nowlis, 2000). Advertising messages emphasizing individuality, distinctiveness, or non-conformity tend to be more persuasive for these consumers and can increase resistance to mainstream persuasion attempts (Blankenship et al., 2021). More recent research suggests that the need for uniqueness also plays a role in digital and social media contexts, influencing how consumers evaluate brands and platforms that enable self-expression and personalization (Abosag et al., 2020).

References

Abosag, I., Ramadan, Z. B., Baker, T., & Jin, Z. (2020). Customers’ need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites. Journal of Business Research, 117, 398–408.

Blankenship, K. L., Kane, K. A., & Machacek, M. G. (2021). Think unique: Perceptions of uniqueness increase resistance to persuasion and attitude–intention consistency. Journal of Experimental Social Psychology, 95, 104117.

Simonson, I., & Nowlis, S. M. (2000). The role of explanations and need for uniqueness in consumer decision making. Journal of Consumer Research, 27(1), 49–68.

Snyder, C. R., & Fromkin, H. L. (1980). Uniqueness: The human pursuit of difference. New York, NY: Plenum Press.

Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers’ need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50–66.