Unique Or Different: the Role of Consumers’ Need For Uniqueness in the Acculturation Process

Ayalla Ruvio, University of Haifa, Israel
Walsh Gianfranco, University of Koblenz-Landau, Germany
Sigal Segev, Florida International University, USA
Being an immigrant often involves a sense of distinctiveness from a host country’s general population. Such distinctiveness may be accompanied by negative feelings of being an outsider rather than positive feelings of being unique. Under these conditions, creating a unique self-image challenges immigrants due to the existence of the original ethnic and the host community reference groups. We postulate that CNFU among immigrants is associated with their acculturation motivation and ethnic identification and present a nomological model of CNFU as part of the acculturation process, which reflects personal and social factors.
[ to cite ]:
Ayalla Ruvio, Walsh Gianfranco, and Sigal Segev (2009) ,"Unique Or Different: the Role of Consumers’ Need For Uniqueness in the Acculturation Process", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 16-19.