Balancing “We” and “I”: Self‐construal and an alternative approach to seeking uniqueness

ABSTRACT Influenced by the need for uniqueness theory, the current study proposes that expressing uniqueness via consumption offers a means for achieving a different sense of being without damaging the individual's sense of social assimilation. With respect to self‐construal, it is suggested that highly interdependent people satisfy their need for distinctiveness by selecting unique products; meanwhile, individuals with highly independent self‐construal seek out unique products to satisfy their need for uniqueness. Thus, this study demonstrates that, despite the fact that individuals with both types of self‐construal seek out unique products, the reason for seeking uniqueness differs according to the types of self‐construal. Copyright © 2013 John Wiley & Sons, Ltd.