..., a framework encompassing both mediation and moderation is developed to examine how the cultural values of horizontal and vertical individualism predict the desire for unique consumer products, focusing on the mediating role of the psychological need for uniqueness and the moderating role of acculturation...

... with their perceptions of the self (Festinger, 1957). We believe that individuals with busy mindsets develop a heightened need for uniqueness (NFU) to bring their behaviors in line with their new self-perceptions (Byun et al., 2018 ; Cai and Wang, 2023 ; Huang et al., 2014 ; Zou et al...

...Fayrene Chieng; Piyush Sharma; Russel PJ Kingshott; Rajat Roy Purpose This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand...