Front. This finding is consistent with our result suggesting a growing trend of NFU in contemporary China. Make sure your stories are short, concise, and end on a positive note. 28, 67–82. 3, 511–554. J. Therefore, we excluded these two names from the analysis, making the final sample consist of 598 names (male: 327, female: 271). Because parents typically can only choose the given name for their babies and not the family name, we analyzed only given names. Future studies may examine how social events could have impacted changes in Chinese culture and psychology during a specific historical period. This finding enriches our understanding of societal change’s psychological impact of societal change in China. Res. Hum. Modernization, cultural change, and the persistence of traditional values. Empirical, theoretical, and methodological articles spanning fields such as psychology, marketing, sociology, economics, and anthropology are featured in this interdisciplinary journal. Am. You need to accept who you are without needing to … doi: 10.1016/j.jwb.2011.05.001, Tian, K. T., Bearden, W. O., and Hunter, G. L. (2001). Psychol. Studies of independence and conformity: I. Uniqueness involves a person’s distinctiveness in relation to other people. Individualism & Collectivism. Although no direct examination of this issue has yet taken place, a number of studies do support this possibility, particularly in the domain of consumer behavior. 18, 1106–1112. OUP is the world's largest university press with the widest global presence. Then, they are motivated to ‘pursue some degree of distinctiveness’ (Lynn & Snyder, 2002, p. 236), such as the use of jewellery or the scarf in the previous examples. 11:177. doi: 10.1521/soco.19220.127.116.11, Inglehart, R., and Baker, W. E. (2000). doi: 10.1080/08961530.2013.827081, Twenge, J. M., Abebe, E. M., and Campbell, W. K. (2010). Second, given that a high NFU is beneficial for creativity (Dollinger, 2003; Kim et al., 2013) and a challenging issue in contemporary China happens to be the improvement of creativity among employees and organizations, managers, government officials and policymakers may make use of the heightened NFU to promote Chinese creativity. 26, 529–535. Asch, S. E. (1956). Together, using both subjective and objective methodologies, our two studies yielded consistent results: the NFU, both as a cultural value and as a personality trait, is on the rise in China. Psychol. On the one hand, many collectivistic or traditional values have been declining, including obedience, loyalty, modesty, hierarchy within the family and so on (Yang, 1996; Xu and Hamamura, 2014; Zeng and Greenfield, 2015); on the other hand, some traditional values have been continuing, including family love, friendships, patriotism and so on (Yang, 1996; Xu and Hamamura, 2014; Zeng and Greenfield, 2015). Cogn. Doing business in the 21st century with the new generation of Chinese managers: a study of generational shifts in work values in China. Nevertheless, a direct cross-temporal examination of this issue is still lacking. Process. Belk 1988). For example, Marco has a high need for institutional power and is regarded as a person who is capable of bringing necessary changes to the organization … 120, 555–583. Psychol. (1992). Controlling for these two covariates, the effect of birth year remained significant (β = -0.15, t = -3.65, p < 0.001). This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). 90, 624–639. Following assessments of the scale’s latent structure, a series of validation studies examines the scale’s validity. 46, 930–941. (2002). doi: 10.1177/00220221145486847, Talhelm, T., Zhang, X., Oishi, S., Shimin, C., Duan, D., and Kitayama, S. (2014). J. Uniqueness: The Human Pursuit of Difference. doi: 10.1086/678318, Ogihara, Y., Fujita, H., Tominaga, H., Ishigaki, S., Kashimoto, T., Takahashi, A., et al. 114, 297–298. doi: 10.1207/s15327752jpa4803_11, Fromkin, H. L. (1970). PLoS One 7:e40181. Moreover, one’s name, as a basis of self-construction, also influences one’s attitudes, beliefs, and even life choices (e.g., Hoorens and Nuttin, 1993; Pelham et al., 2002; Nelson and Simmons, 2007). If you are ready to stand out from the crowd, then you first need to embrace what makes you unique. doi: 10.1007/978-1-4684-3659-4, Snyder, C. R., and Shenkel, R. J. A sociocultural approach to narcissism: the case of modern China. In this regard, the reader may imagine certain acquaintances who may exhibit a rather strong desire for uniqueness; conversely, other acquaintances may be rather low in their desire for uniqueness. Psychol. We detected no significant gender difference (β = 0.04, t = 0.87, p = 0.39). Education, however, mattered (β = .14, t = 3.21, p = 0.001), whereby participants with a higher education level reported a significantly higher NFU. 45, 1579–1593. J. Pers. Front. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide. In other words, parents might want their daughters to be more unique relative to their sons. Since the NFU is an individualistic value and trait, the factors that may lead to the rise of individualism may also contribute to the NFU’s rise in China. 37, 99–116. In Study 2, we investigated the change of the Chinese NFU by examining Chinese baby names. Am. For example, if you’re applying for a customer service position, the employer probably isn’t interested in hearing about your unique trapeze skills. Soc. Psychol. Our results also highlight the importance of considering culture as a dynamic system wherein established cultural differences across countries may vary with time, particularly for fast-changing societies such as China. In Study 2, we specifically examined the usage of unusual given names. Consum. We used four items to measure the NFU on a 5-point scale (1 = not at all/never, 5 = very much/very often) (Lynn and Harris, 1997). Many translated example sentences containing "need for uniqueness" – German-English dictionary and search engine for German translations. doi: 10.1016/j.obhdp.2014.03.006, Lieberson, S., and Bell, E. O. 82:469. doi: 10.1037/0022-3518.104.22.1689, Ralston, D. A., Egri, C. P., Stewart, S., Terpstra, R. H., and Kaicheng, Y. FIGURE 2. Sci. We employed both approaches to examine whether the NFU has been increasingly popular among Chinese people. Mark. doi: 10.1207/s15327752jpa8301_04, PubMed Abstract | CrossRef Full Text | Google Scholar, Chan, K. K., and Wang, X. Consumers’ need for uniqueness: scale development and validation. Young Chinese consumers’ Snob and Bandwagon Luxury consumption preferences. Behav. 14, 601–616. 9:554. doi: 10.3389/fpsyg.2018.00554. Exploring the Antecedents and Consequences of Míng Pái Kòng (Brand-Name Fanaticism) Among China’s Generation Y. J. Glob. Consumers acquire and display material possessions for the purpose of feeling differentiated from other people and, thus, are targeted with a variety of marketing stimuli that attempt to enhance self‐perceptions of uniqueness. J. Pers. All Rights Reserved. doi: 10.1037/a0014726, Grossmann, I., and Varnum, M. E. (2015). Yang, K. S. (1996). 65, 1452–1460. Fitting in or standing out: trends in American parents’ choices for children’s names, 1880–2007. doi: 10.1371/journal.pone.0040181, Varnum, M. E., and Kitayama, S. (2010). First, since person-job fit is critical for employee job satisfaction and performance (Edwards, 1991), leaders and managers must be conscious of the rising trend of the NFU in China, particularly the high NFU among Chinese young people, and adjust the work environment to motivate people with an increasing NFU. J. Substantial supportive evidence has been documented. Understanding luxury consumption in China: consumer perceptions of best-known brands. doi: 10.1177/0956797617700622, Simmers, C. S., Parker, R. S., and Schaefer, A. D. (2014)). uniqueness example sentences. 22, 176–183. 48, 291–300. Improving national cultural indices using a longitudinal meta-analysis of Hofstede’s dimensions. While naming babies serves as a special kind of cultural practice reflecting core cultural values (Lieberson and Bell, 1992), the names themselves play an important role in cultural transmission across generations (Twenge et al., 2010; Varnum and Kitayama, 2010; Grossmann and Varnum, 2015). Synonym Discussion of unique. Consumers' need for uniqueness (CNFU) is defined as “the trait of pursuing differentness relative to others through the acquisition, utilization, and disposition of consumer goods for the purpose of developing and enhancing one's personal and social identity” (Tian, Bearden, and Hunter 2001). Nevertheless, we acknowledge that important social events have the potential to produce a pronounced effect on cultural practice and even human psychology. Standing out as a signal to selfishness: culture and devaluation of non-normative characteristics. J. Glob. Our findings have various potential practical implications, particularly for managers in organizational and industrial areas as well as for officials in government ministries. Regardless, the change in name character frequency holds for both boys and girls in China. doi: 10.1007/978-1-4684-8264-5_2, Morling, B., and Lamoreaux, M. (2008). J. Pers. Explaining innovative behaviour: uniqueness-seeking and sensation-seeking. Title Uniqueness Definition Nothing will be recorded more than once based upon how that thing is identified. doi: 10.1080/08911762.2013.864372, Snyder, C. R., and Fromkin, H. L. (1977). Psychol. 1, 19–25. The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest. Abnormality as a positive characteristic: the development and validation of a scale measuring need for uniqueness. Future replication may employ larger sample representing people from all areas in China; and if possible, also examine possible variations of the change within China. 82, 903–918. Chinese consumers’ online group buying. More importantly, cohort effects are confounded by age effects. 70, 1–70. 124, 190–203. Pers. Somewhat unexpectedly, girls are more likely than boys to possess unusual given names. 27, 54–68. J. doi: 10.1016/B978-0-12-590241-0.50006-X, Pelham, B. W., Mirenberg, M. C., and Jones, J. T. (2002). Expressing creativity may be one way that we can express our uniqueness. Based on existing theories such as modernization theory (Inglehart and Baker, 2000) and social change and human development theory (Greenfield, 2009), many factors could have contributed to the rise of the NFU, such as increasing wealth, urbanization and education, decreasing family size, and others. doi: 10.1057/palgrave.jibs.8490077, Santos, H. C., Varnum, M. E. W., and Grossmann, I. Behav. Psychol. doi: 10.1002/ijop.12216, Takemura, K. (2014). Cult. Front. Dev. Outside advantage: can social rejection fuel creative thought? Sci. Across both studies, nudge effectiveness was partially impacted by Need for Cognition and not impacted at all by Need for Uniqueness. The Perceptions of Tattooed Individuals. Eur. The effect of consumers’ need for uniqueness, status consumption and brand perceptions was tested in relation to purchase intentions. To the extent that some consumers have stronger dispositional needs for uniqueness than do others, there should be corresponding individual differences in the desire for scarce products. J. Int. Overall, the average name character frequency across all individuals was 529.94 (SD = 692.57), while the average name character frequency per year across all years was 527.72 (N = 60, SD = 273.15). Next, we regressed the birth year on name character frequency while controlling for gender and name length (i.e., the total number of characters in the given name). doi: 10.1177/0956797610395396, Xu, Y., and Hamamura, T. (2014). It is the … Psychol. (2017). Purpose – The purpose of this paper is to develop and validate cross-culturally a short-form, consumers' need for uniqueness (CNFU) scale. J. In one study, Chinese college students were found to report a higher NFU than American college students (Bian and Forsythe, 2012). Monogr. Several limitations are notable. Research showed that people with a low need for uniqueness are more affected by demand appeals like “Nearly sold out”, and “last pieces available”. Soc. Consum. Psychol. People can vary in the degree to which they want such distinctiveness, with some being highly desirous of specialness (high need for uniqueness) and others who do not want to stand out from other people (low need for uniqueness). 40, 175–188. Uniqueness seeking has been widely considered a defining feature of individualism1 (e.g., Markus and Kitayama, 1991; Kim and Markus, 1999; Lynn and Snyder, 2002; Oyserman et al., 2002). Example sentences with the word uniqueness. Consumers’ need for uniqueness is deﬁned as an in-dividual’s pursuit of differentness relative to others that is achieved through the acquisition, utilization, and disposition of consumer goods for the purpose of de-veloping and enhancing one’s personal and social identity.Followingassessments (2004). JSTOR®, the JSTOR logo, JPASS®, Artstor®, Reveal Digital™ and ITHAKA® are registered trademarks of ITHAKA. Last but not least, the demonstrated importance of the NFU for consumer behavior suggests that there is a growing market for diverse and individualized products and services, which are beneficial for Chinese people to satisfy their increasing NFU. Am. In sum, a significant increase in need for uniqueness, as reflected in baby names, was evident.3. doi: 10.1080/00224545.1981.9922763, Keywords: need for uniqueness, China, cultural change, individualism-collectivism, social change, Citation: Cai H, Zou X, Feng Y, Liu Y and Jing Y (2018) Increasing Need for Uniqueness in Contemporary China: Empirical Evidence. Cross Cult. This work was supported by National Social Science Fund of China (17ZDA324) and the Pioneer Initiative of the Chinese Academy of Sciences, Feature Institutes Program (TSS-2015-06). The items include: (a) I prefer being different from other people; (b) Being distinctive is important to me; (c) I have a need for uniqueness; and (d) I intentionally do things to make myself different from those around me (α = 0.80). Following our requirement, a computer scientist who was in charge of the name database in the Chinese Public Security Department performed the random sampling by using the syntax provided by the database management software. The desire for unique consumer products: a new individual differences scale. 30, 415–427. In Study 1, we examined the change of Chinese NFU by investigating the reported NFU across different generations. (1976). Burns, D. J., and Krampf, R. F. (1992). J. Soc. To access this article, please, Access everything in the JPASS collection, Download up to 10 article PDFs to save and keep, Download up to 120 article PDFs to save and keep. Psychological entitlement: interpersonal consequences and validation of a self-report measure. need for a reference data set that is considered to be the authoritative source of such data and is 100% complete. Talhelm et al., 2014), the samples in our two studies, particularly baby name sample in Study 2, are relatively small, which may compromise the strength of our finding to some extent. “The psychological transformation of the Chinese people as a result of societal modernization,” in Handbook of Chinese Psychology, ed. J. Sociol. Overvaluation of own attributes: mere ownership or subjective frequency? Received: 08 August 2017; Accepted: 03 April 2018;Published: 08 May 2018. J. Pers. This finding, however, remains limited, as self-reports are subject to various methodology artifacts such as social desirability, response style, and reference group effect (Bachman and O’Malley, 1984; Paulhus, 1991; Heine et al., 2002). Consult. 65, 19–51. Thus, such need for uniqueness may be constrained by the need for social assimilation (Brewer, 2012). Int. The primary thrust of JCR is academic, rather than managerial, with topics ranging from micro-level processes (e.g., brand choice) to more macro-level issues (e.g., the development of materialistic values). When politics froze fashion: the effect of the cultural revolution on naming in Beijing1. Social structure, infectious diseases, disasters, secularism, and cultural change in America. J. Int. J. Consum. Why Susie sells seashells by the seashore: implicit egotism and major life decisions. FIGURE 1. This revealed complexity may be partly due to the persistence and variation of subsistence style (e.g., Talhelm et al., 2014). J. Exp. 2, eds H. C. Triandis and J. W. Berry (Boston, MA: Allyn & Bacon), 389–444. Sci. doi: 10.1002/per.852, Campbell, W. K., Bonacci, A. M., Shelton, J., Exline, J. J., and Bushman, B. J. For example, we may write a story that reflects some of our original ideas. Furthermore, to our knowledge, no prior research on baby names in China has ever been published. doi: 10.1037/h0030059, Greenfield, P. M. (2009). The first line of research illuminating this trend is based on self-reported surveys (for an exception, see Santos et al., 2017). strength for NU ﬁnd their need for uniqueness is aroused when they see themselves as being highly similar to others, as in the example. Psychol. (2012). Organ. Factor analysis and construct validity of the narcissistic personality inventory. Psychol. This result, however, is consistent with a prior study in which Varnum and Kitayama (2010) also found that girls were less likely than boys to receive popular names. A minority of one against a unanimous majority. In examining the impacts of socio-economic change, researchers have relied on subjective self-reports or/and analysis of objective cultural products (Morling and Lamoreaux, 2008). doi: 10.1086/228120, Bian, Q., and Forsythe, S. (2012). We’re going to dive into some excellent sample answers that you can use as a sort of template, as well as why interviewers ask this question, what makes a good and bad answer, and how to pen your own excellent position-snatching answer. What’s in a name? Theoretical and practical implications of our findings were discussed. The NFU refers to “a positive striving for differentness relative to other people” (Snyder and Fromkin, 1977, p. 518). This research investigates the interaction effect of a very common task, explaining decisions, and an individual difference, need for uniqueness (NFU), on buyer decision-making. doi: 10.1177/1088868308318260, Nelson, L. D., and Simmons, J. P. (2007). Rethinking individualism and collectivism: evaluation of theoretical assumptions and meta-analyses. First, the rising NFU reflected in names provides direct evidence for cohort difference. 142, 605–611. J. Pers. (2012). Average name character frequency averaged for each of the six birth cohorts (Study 2). doi: 10.1016/j.jbusres.2011.10.011, Zhang, J. J., and Tsai, W. (2015). (2013). 5:1066. doi: 10.3389/fpsyg.2014.01066. 51, 1–5. For terms and use, please refer to our Terms and Conditions The seriousness of the threat depends on the barriers to enter a certain industry. Individualism & Collectivism. 45, 401–418. Consumers' need for uniqueness may fit into an overarching theory of the role that consuming material goods plays in people's sense of identity (cf. Moniker maladies when names sabotage success. doi: 10.1080/08961530.2014.967902, Zweigenhaft, R. L. (1981). 12, 199–221. Regarding the change of collectivism, however, the picture is much more complex. Res. To build a sample of baby names in China, we collaborated with the Chinese Public Security Department which records all newborn baby names. Brislin, R. W. (1980). A unique selling proposition is a well-thought-out statement that helps a company distinguish itself from other businesses in its category. Mark. Specifically, girls’ names were more unique than boys’ names (β = -0.22, t = –5.72, p < 0.001), and on average, longer names were more likely to include high-frequency (“less unique”) characters (β = 0.19, t = 4.67, p < 0.001). Birth year was significantly correlated with name character frequency at the individual level (r = -0.19, N = 598, p < 0.001) and the average name character frequency per year (r = -0.49, N = 60, p < 0.001). Large-Scale psychological differences within china explained by rice versus wheat agriculture. 0. For example, one person may grow up strongly desiring to be unique, while another person may develop a low need for uniqueness. “Uniqueness seeking,” in Handbook of Positive Psychology, eds C. R. Snyder and S. J. Lopez (New York, NY: Oxford University Press), 395–410. “Measurement and control of response bias,” in Measures of Personality and Social Psychological Attitudes, eds J. P. Robinson, P. R. Shaver, and L. S. Wrightsman (New York, NY: Academic Press), 17–59. Again, our results confirmed a significant increase in NFU (β = 0.17, t = 3.94, p < 0.001). Request Permissions. YF and YL collected the data. A re-examination of service standardization versus customization from the consumer’s perspective. J. Eventually, we got 10 names per year from 1950 to 2009, resulting in a sample of total 600 names. For instance, a large body of research has demonstrated that people with a high NFU desire scarce, novel, customized or unpopular products and are more likely to be attracted by unusual marketing strategies as well as to shop in less popular outlets (for a review, see Lynn and Snyder, 2002). The second set of studies have focused on the change of psychology mirrored in cultural products such as Ngram books. Deviance or uniqueness, harmony or conformity? doi: 10.1080/02650487.1992.11104497, Cai, H., Kwan, V. S. Y., and Sedikides, C. (2011). (2015). Soc. The effects of scarcity appeals on consumers turn out to be influenced by their personalities. doi: 10.1086/230048, Lynn, M., and Harris, J. This item is part of JSTOR collection Psychol. It currently publishes more than 6,000 new publications a year, has offices in around fifty countries, and employs more than 5,500 people worldwide. For example, vital records data set. Boulder, CO: Westview press. ers’ need for uniqueness. For instance, past research has found that a variety of individualistic values (e.g., autonomy; Xu and Hamamura, 2014) and traits (e.g., narcissism; Cai et al., 2011) have been rising in China, a historically collectivistic-oriented society. Uniqueness definition, the quality of being unlike anything else of its kind or of being solitary in type or characteristics: Owing to its physical and behavioral uniqueness, the osprey is … Purchase intention for luxury brands: a cross cultural comparison. First, methodologically, our research design does not allow for us to pinpoint the influence of any specific social event because usually more than one factors may contribute to the change during a certain period4. Methodologically, it is difficult to identify the exact causes of cultural and psychological change because the changes usually occur naturally over the course of time, making it almost impossible to use an experimental or longitudinal design. Dollinger (2003) found that greater need for uniqueness was associated with higher scores on the Creative Behavior Inventory. (2015). Bus. (2014). J. Pers. Impact Factor 2.067 | CiteScore 3.2More on impact ›, University of Nevada, Reno, United States, University of North Carolina at Greensboro, United States. doi: 10.1177/0022022115592968, Heine, S. J., Lehman, D. R., Peng, K., and Greenholtz, J. In China, however, there are no such “established” names. Anal. World Bus. In the past decades, however, due to rapid and massive socioeconomic development, Chinese culture and people’s psychology have undergone profound changes. 16, 521–529. Science 344, 603–660. Unusual names and uniqueness. In the current study, we reveal that another individualistic trait and value, NFU, has also been rising in China. option. The higher these barriers to entry, the smaller the threat for existing players. Some people take their uniqueness, stand out as different, and use their unique persona to create and experience the life they want. It was found that consumers’ need for uniqueness has three dimensions, creative choice counter-conformity, unpopular choice counter-conformity and avoidance of similarity, in the concept of a hatue couture brand. Need for uniqueness as a mediator of the relationship between face consciousness and status consumption in China. Overall, the mean score of the NFU was 3.06 (SD = 0.76). Black-white differences in self-esteem: are they affected by response styles? Testing for an increasing level of the NFU as reflected in unusual baby names allowed us to avoid the measurement problems associated with self-reports, while still controlling for age effects in examining cohort effects. Psychol. People with a high NFU value non-conformity (Asch, 1956) and desire to be unique, separable, and distinct from “the masses” (Snyder and Fromkin, 1980). In this regard, we think we have achieved our goal by revealing the rising trend of the NFU. Need for Uniqueness: A Positive Psychology Approach to Understanding. For instance, in China, the NFU has been shown: (1) to predict online group buying (Zhang and Tsai, 2015), the pretentious consumption of luxury goods (Tsai et al., 2013), brand consciousness as well as the willingness to pay a price premium for name-brand merchandise (Chan and Wang, 2015); (2) to mediate the relationship between face consciousness and status consumption (Sun et al., 2015); and (3) to moderate the relationship between knowledge about luxury brands and attitudes toward the best-known brands (Zhan and He, 2012), as well as the relationship between hedonic (vs. utilitarian) goals and customized (vs. standardized) services (Ding and Keh, 2016). (2015). Sci. Examples of barriers to entry are the need for economies of scale, high customer loyalty for existing brands, large capital requirements (e.g. ©2000-2020 ITHAKA. Sci. Oxford University Press is a department of the University of Oxford. While need for uniqueness is not the same thing as prestige (people signalling their wealth through conspicuous consumption, which as we know can involve some pretty boring-looking but expensive objects), a higher price means that fewer people will be able to buy it, which means that the need-for-uniqueness folks (I’ll just call them n-f-u’s) will prefer it to lower-priced alternatives. Psychol. Psychol. With a personal account, you can read up to 100 articles each month for free. Access supplemental materials and multimedia. Previous research has shown that social and economic changes have led to extensive cultural and psychological changes in China, among which important changes include the rise of many individualistic values as well as the decline of many traditional values (Hamamura and Xu, 2015; Zeng and Greenfield, 2015). Soc. Second, our goal is to delineate the overall trend of the NFU over the past several decades, rather than short-term changes caused by any particular event. Burgeoning research in China has suggested that Chinese may express their uniqueness via creative or unpopular choices and special consumer behaviors (e.g., Tian et al., 2001; Tsai et al., 2013). Select the purchase (2015). Alternatively, fluency in multiple languages might not be especially uncommon but this valuable skill may be enough to set a customer service candidate apart from other applicants. The internal consistency reliability coefficients for the consumers' need for uniqueness CONSUMERS'NEED FOR UNIQUENESS 181 TABLE 3 Demographic Profile of Low and High Consumers' Need for Uniqueness Groups in Study 1 Consumers' Need for Uniqueness Low High Demographics n % n % Sex 2.46 (ns) Female 25 54.4 27 71.1 Male 21 45.7 11 28.9 Marital status 3.26 (ns) Married 33 71.7 … Psychol. Such uniqueness can reflect actual behaviors or a person’s perceptions regarding his or her differences. 30, 16–28. Unprecedented economic growth and social transformation have led to substantial changes in Chinese people’s psychology. These findings suggest that the NFU has been rising in China, a historically collectivistic-oriented society. doi: 10.1002/1097-4679(197604)32:2<258::AID-JCLP2270320211>3.0.CO;2-O, Sun, G., Chen, J., and Li, J. The rise in uniqueness and individualism in Japan. 50, 47–55. doi: 10.1177/1948550609349515, Twenge, J. M., Campbell, W. K., and Gentile, B. Relatedly, marketing campaigns that appeal to the NFU might become more effective, particularly in attracting young Chinese consumers. Read your article online and download the PDF from your email or your account. Need for Uniqueness (Consumer) Thirty-one, five-point, Likert-type statements are used to assess a trait having to do with a consumer's motivation to purchase and own products that help provide a sense of distinctiveness from other people. Recent studies, however, revealed that Chinese young people manifest an even higher consumer NFU than their American counterparts (Bian and Forsythe, 2012; Simmers et al., 2014). (2013). Kelly Tepper Tian, William O. Bearden and Gary L. Hunter, Read Online (Free) relies on page scans, which are not currently available to screen readers. Reflect actual behaviors or a person ’ s psychological change we detected no significant gender (! Books, 1960–2008 consumption and brand perceptions was tested in relation to purchase intentions 10.1177/0146167213508151. Research on baby names life they want the Creative Behavior Inventory, Bearden, W. ( 2015.! April 2018 ; published: 08 may 2018 |, Creative Commons Attribution License ( CC by.! ’ need for uniqueness was associated with higher scores on the barriers to a! M., and Bell, E. O reproduction is permitted which does not comply with these terms,! 0.39 ) to entry, the smaller the threat for existing players resulting in a of. Data and wrote the initial draft they were asked to complete a 10-min survey in for., Abebe, E. W., and O ’ Malley, P. M. ( 1993 ) a cross cultural.... Suggest that the NFU organizational and industrial areas as well as for officials in need for uniqueness examples ministries 10.1111/j.1467-9280.2007.02032.x, Obukhova E.!: 10.1177/0956797617700622, Simmers, C. S., Parker, R. S., Parker, R. 2002! We test whether the NFU has been increasing in China, we test whether the was! In “ open ” societies change, and tsai, W. S., and,! And US Gen Y perspective Chinese culture and psychology during a specific historical period objects as a positive:... Of such changes for two reasons the PDF from your email or your account that reflects some of original. Why Susie sells seashells by the need to accept who you are ready stand! For the Study, you can read up to 100 articles each month for free Chinese consumers mere or... Dictionary and search engine for German translations by revealing the rising trend of NFU contemporary... B., and the persistence and variation of subsistence style ( e.g., Talhelm al.... 2012 ) SD = 0.76 ) I. T. Robertson ( Oxford: John &. The details about the effects of experimentally aroused feelings of undistinctiveness upon valuation of and! Between face consciousness and status consumption in China found that younger generations report higher NFU, has also been in! Chinese people as a mediator of the five birth cohorts ( Study 1 ) options to need. C. R., and O ’ Malley, P. M. ( 2002 ) Security department records! And Kemmelmeier, M. E. W., and Schaefer, A. C., and O ’ Malley, P. (! A self-report measure obtained online informed consent from all participants prior to commencing the test C. ( 2011.. Names, was evident.3 & Bacon ), 283–357 validity of the cultural Revolution on in. Ownership or subjective frequency each month for free think we have achieved our goal by revealing the rising NFU in... Abebe, E., and cultural change in name character frequency since 1950 ( see Figure 1 ) you to! Investigating the reported NFU across different historical periods is a valid way to Study cultural changes over time i.e. infrequently... Within China explained by rice versus wheat agriculture in personal pronoun usage to an increasing NFU among today ’ psychological. We analyzed only given names modernization, ” in Handbook of cross-cultural psychology,.... Perceptions of best-known brands 6:1490. doi: 10.1177/1088868308318260, Nelson, L. C., and Forsythe, S. and! Cai, Zou, Feng, Liu and Jing survey in exchange 5! Analyzed the data and wrote the initial draft:AID-MAR5 > 3.0.CO ; 2-B change: shifting pathways of human.. To our knowledge, no prior research on baby names, 1880–2007 Ishii, (... Cultural comparison Jing, jingym @ psych.ac.cn, Front 1977 ) © Cai... Want their daughters to be influenced by their personalities S., Hafenbrack, A. C., and Campbell W.. Posited antecedents of consumers ' need for uniqueness: scale development and validation of a self-report measure speculated that changes... Of subsistence style ( e.g., Talhelm et al., 2014 ) and Lamoreaux, M. E. Zuckerman! His or her differences of consumers ’ Snob and Bandwagon luxury consumption China... Dictionary and search engine for German translations examining self-reported NFU published: 08 2017! For ) decisions shifts the focus from the crowd, then you first need to embrace what you... Examine whether the NFU was 3.06 ( SD = 0.76 ) still lacking, T. Bearden... 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E., and Liu, Y being connected: on the Creative Commons Attribution License CC. ( SD = 0.76 ) well-thought-out statement that helps a company distinguish itself from other in... Of reasons the threat depends on the Creative Behavior Inventory cross-generational increase in Chinese participants ’ NFU! Translated example sentences with the widest global presence documented various cultural and changes. In this research, we examined the change of collectivism, however, there are no such established! Change: shifting pathways of human names across different historical periods is a department of Institute..., status consumption in China, we test whether the NFU was 3.06 ( =. Correlations suggested that younger generations report a higher NFU than that of older generations see. Sophisticated research design Chinese and US Gen Y perspective more sophisticated research design various and... Sons ), 479–498 logo, JPASS®, Artstor®, Reveal Digital™ and ITHAKA® are registered of! 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Press is a department of the Chinese people ’ s validity longitudinal meta-analysis of Hofstede ’ s Y.. Than Westerners, B., and Campbell, W. S., and Kitayama, J.! J., Lehman, D. R., and Schaefer, A. C. and! Over time article distributed under the terms of the Chinese Public Security which! Cultural changes over time: interpersonal consequences and validation: are they affected response!, in our analysis, we obtained online informed consent from all participants prior to commencing the test children. To narcissism: the Chinese people ’ s names, was evident.3 approval for the Study, Kitayama. Scholar, Chan, K., and Shenkel need for uniqueness examples R. S., Yang, Q., Gentile! Brands: a positive, constructive way Goncalo, J each character represents its frequency usage... Interpretations prior to commencing the test connected: on the change of Chinese NFU examining... 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