... Desire for unique consumer products Cultural fit individualism Need for uniqueness Acculturation to global consumer culture Uniqueness Uniqueness motives Self-congruity Consumers frequently seek out rare, distinctive or personalized items to express their individuality, driving demand...

... focus on routine and special occasions. Findings Consumers tend to prefer superior-nonalignable products on special occasions and superior-alignable products on routine occasions. This is driven by stronger uniqueness motives on special (vs routine) occasions, as consumers associate nonalignable...