Use of the Need for Uniqueness Scale to Characterize Fashion Consumer Groups

Abstract

The purpose of this study was to identify differences between fashion opinion leaders, fashion innovators, innovative communicators, and fashion followers in their need for uniqueness. It was predicted that fashion change agents (i.e., fashion opinion leaders, fashion innovators, and innovative communicators) would have a greater need for uniqueness than fashion followers. Participants in this study were 264 students enrolled in a U.S. university located in the Midwest (males = 110, females =154) who represented a variety of majors. Hirschman and Adcock's (1978) Measure of Innovativeness and Opinion Leadership was used to identify the four fashion consumer groups. Need for uniqueness was measured by Fromkin and Lipshitz's (1976) Need for Uniqueness Scale. Data were analyzed using descriptive statistics and analysis of variance. There was a significant difference in scores on the Need for Uniqueness Scale between fashion followers and fashion change agents (fashion opinion leaders, fashion innovators, innovative communicators, who did not differfrom one another). Results suggest that fashion change agents have a greater need for uniqueness than fashion followers. Implications for uniqueness theory and consumer behavior relative to fashion are included.