engleski

Consumers' need for uniqueness : short-form scale development and cross-cultural validation

Paper researches consumers' need for uniqueness and short-form scale development and cross-cultural validation. 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. 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. In general, support was found for the cross-cultural reliability and validity of the new, short-form CNFU scale. Future research can use the short-form scale with additional confidence in its cross-cultural reliability and validity.

consumerism ; consumer ; sales ; behavioural sciences ; needs ; products ; differentiation ;

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