Title: Antecedents of need for uniqueness: a study of adolescents in India

Authors: Jones Mathew; Banasree Dey

Addresses: Great Lakes Institute of Management, Bilaspur-Tauru Road, Gurgaon, Haryana, 122413, India ' Jaipuria Institute of Management, A-32, Sector 62, Noida, Uttar Pradesh, 201309, India

Abstract: Adolescents constitute a significant share of the consumer market. One trait in adolescents that may influence marketing strategies is the need for uniqueness (NFU). NFU may have both extrinsic and intrinsic drivers, an understanding of which would enable designing of appropriate marketing interventions. Research in this area is scant, particularly with regard to adolescents in India. This paper aims to determine the antecedents of NFU in adolescents and examine the influence of these intrinsic and extrinsic antecedents on NFU. Based on a review of literature, the NFU drivers - independence, excitement seeking, nonchalance, and novelty-seeking were classified as intrinsic antecedents and two drivers - role model influence and parental openness were classified as extrinsic antecedents of the uniqueness need. All six drivers were found to have a significant impact on the NFU construct. The theoretical contribution and marketing implications are discussed along with suggested areas of future research.

Keywords: need for uniqueness; NFU; adolescents; antecedents; intrinsic; extrinsic; motivation; apparel; structural equation modelling; SEM; India; emerging economy.

DOI: 10.1504/IJICBM.2020.109361

International Journal of Indian Culture and Business Management, 2020 Vol.21 No.1, pp.25 - 44

Received: 26 Jun 2019
Accepted: 25 Nov 2019
Published online: 03 Sep 2020 *

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