... (PROCESS Model 14) in which self-centeredness is the trait antecedent, need for uniqueness (NFU) is the mediator, and perceived consumer effectiveness for challenging gender norms (PCE-CGN) moderates the NFU–purchase association. Age and gender are included as covariates. Findings Self-centeredness...

... of the perception and practice of style and status among the middle classes. The purpose of this paper is to argue that the consumer’s attitude for buying a branded product entails the need for uniqueness and self-monitoring. It also contends that gender and age moderate the consumer’s attitude. Design...

...Gargi Bhaduri; Nancy Stanforth Purpose The purpose of this paper is to investigate the effect of product description cues as a way to differentiate luxury products for the absolute luxury consumer and the effect of individual traits such as need for uniqueness, product involvement, and product...