Reliability and Validity of the Turkish Version of Short fom Consumer Need for Uniqueness Scale

Individuals have the desire to differentiate themselves, at least some extent, from those in their immediate surroundings. This need stand out others is often satisfied through adoption of unique hobbies or by consuming distinct products etc. The concept “Consumer for uniqueness” marketing literature concerned with latter form differentiation, specifically motivation consume that set individual apart peers. In literature, measured scales varying lengths and types. It important examine validity reliability this across different cultures, as cultural differences are likely impact underlying structure concept. consideration benefits shorter scales, we sought adapt short version consumer uniqueness scale (CNFU-s), developed Ruvio et al. (2008), Turkish context, assess its reliability. To end, tested factor (via confirmatory analysis), construct (through relationships other constructs), (internal consistency) CNFU-s. Additionally, relationship between CNFU-s constructs, investigated market mavenism status consumption, which according were expected a positive correlation (N = 742). results study showed was compatible long-original values fit indices within acceptable levels. internal consistency calculated .89, indicating satisfactory level. As expected, positively associated (r 0.17) consumption 0.23). conclusion, measurement tool evidence support psychometric properties can be utilized future research studies samples.