... and subsequently results in their subjective well-being under the boundary condition of consumers’ need for uniqueness. Design/methodology/approach Data were collected from 277 vintage Vietnamese consumers with face-to-face surveys. The partial least squares technique was employed to test the hypotheses...

..., rationality, empathy, morality and individual traits (Bilewicz et al., 2011). In particular, people's consumption activities are associated with personality traits that express individuality, especially their need for uniqueness and their tendency for self-monitoring (Kauppinen-Räisänen et...

...Cheng Lu; Zhencong Sang; Kun Song; Kazuo Kikuchi; Ippei Machida Purpose Based on the theory of social identity mechanism, this study aimed to investigate the associations with millennial consumers' need for uniqueness (NFU), susceptibility to peer influence (SPI) and attitudes towards luxury...

.... Materialistic consumers' preference between inconspicuous and conspicuous luxury products is dependent on distinctive self-conceptual mechanism. More specifically, materialistic consumers with independent self-construal prefer inconspicuous luxury brands because of high need for uniqueness, whereas non...