A Longitudinal Study of Consumers' Need For Uniqueness on Development of Networks

Seung Hwan (Mark) Lee, University of Western Ontario, Canada
Gail Leizerovici, University of Western Ontario, Canada
Based on a longitudinal field study of a college dormitory network, we find that the three components of consumer’s need for uniqueness (CNFU) each play a distinct role in the development of a consumer’s social network. Results suggest the rate of individual’s network growth (perceptual and actual) depends on individual’s CNFU.
[ to cite ]:
Seung Hwan (Mark) Lee and Gail Leizerovici (2011) ,"A Longitudinal Study of Consumers' Need For Uniqueness on Development of Networks", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 279-286.