Customers' need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites
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DOI: 10.1016/j.jbusres.2019.03.016
Abstract: Social media brands may experience a lack of competitiveness and attraction due to the silent negative increase of customers' need for uniqueness (NFU). This is the result of a tension between the theory of brand… read more here.
Keywords: theory; satisfaction; customers need; brand ... See more keywords
The uniqueness of risk: the link between need for uniqueness and risk-taking
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DOI: 10.1016/j.paid.2020.109885
Abstract: Abstract To date, there is no experimental evidence for the influence of need for uniqueness (NfU) on risk-taking. In the present research, four studies involving risk tasks and a measure of NfU showed a positive… read more here.
Keywords: risk; need uniqueness; risk link; risk taking ... See more keywords
“I Know Things They Don’t Know!”: The Role of Need for Uniqueness in Belief in Conspiracy Theories
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DOI: 10.1027/1864-9335/a000306
Abstract: In the current research, we investigated whether belief in conspiracy theories satisfies people’s need for uniqueness. We found that the tendency to believe in conspiracy theories was associated with the feeling of possessing scarce information… read more here.
Keywords: need uniqueness; conspiracy; conspiracy theories; belief conspiracy ... See more keywords