Do You Want to Be “You” or “Everybody Else”: Uniqueness Seeking of Individuals Depending on Independent and Interdependent Self?

Purpose: This study theorizes and empirically tests the impact of self-construal aspects on need for uniqueness. Specifically, this study focuses on the contribution of independent self and interdependent self in developing consumer perceptions about need for uniqueness. Methodology/Design: This study is cross-sectional in nature. Survey questionnaire is used for data collection from consumers of luxury apparel brands. Four-hundred and eighty-four responses were collected by using convenience sampling technique.Findings: The findings show that independent self and interdependent self are positively related to consumer need for uniqueness. Likewise, independent self and interdependent self are positively related to need for uniqueness. Originality/Value: In spite of extant of literature, recent studies demand for more empirical evidences as the present empirical findings are insufficient for a cross cultural comparison. Previous research shows that the consumer need for uniqueness construct was developed and tested mainly in individualistic cultures, such as United States. Thus this research establish empirically evidences about independent self and interdependent self in developing consumer perceptions about self-construal aspects on need for uniqueness in collectivist culture such as Pakistan.Implication: The advertisers can be involved in appealing customers to try their brands by highlighting their uniqueness after priming independent self and interdependent self.