Abstract The report suggests that consumers who score highly on the avoidance of similarity dimension of consumers' need for uniqueness (CNFU) are less likely to engage in positive word-of-mouth (WOM) for publicly consumed products they own, as others may then purchase them and ultimately reduce their uniqueness. A new model is developed based on all three dimensions of CNFU (avoidance of similarity, creative choice counterconformity, and unpopular choice counterconformity) that tests for a relationship between these dimensions and consumers' positive WOM engagement for high- versus low-involvement products along with across gender. The survey was administered to 1000 consumers and the research findings suggest that a negative relationship was established for the avoidance of similarity dimension, a positive relationship for the creative choice counterconformity dimension, and no relationship for the unpopular choice counterconformity dimension with positive WOM engagement for high-involvement, publicly consumed products. Further the results did not differ between genders.

中文翻译：

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需求的独特性对口碑的影响

摘要该报告表明，在避免独特性需求的相似性维度上得分很高的消费者，不太可能为自己拥有的公共消费产品使用积极的口碑（WOM），否则其他人可能会这样做。购买它们并最终降低其独特性。基于CNFU的所有三个维度（避免相似性，创造性选择对立和不受欢迎的选择对立）开发了一种新模型，该模型测试了这些维度与消费者对高投入量和低投入量产品的积极WOM参与之间的关系，以及跨性别。该调查针对1000位消费者进行，研究结果表明，为了避免相似性维度，我们建立了负相关关系，创意选择反整合维度与积极的关系，不受欢迎的选择反整合维度与积极参与高消费量，公共消费产品的WOM参与没有关系。此外，结果在性别之间没有差异。