The Effect of Need for Uniqueness on Word of Mouth

By Amar Cheema, A. Kaikati. 2010

469 citations recorded by the source corpus.

Subfields: Applied Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/23baa846fe75fe7dff76cb56dc1fe4be628f897f

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In Applied Psychology

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Citations in the corpus

Word of mouth and interpersonal communication: A review and directions for future research (2014, background): “Consequently, high need for uniqueness individuals are less willing to generate positive word of mouth for publicly consumed products they own (Cheema & Kaikati, 2010).”
The red sneakers effect: Inferring status and competence from signals of nonconformity. (2014, background): “Previous research on uniqueness motive demonstrates its impact on consumption choices and behavior (Ariely and Levav 2000; Chan et al. 2012; Cheema and Kaikati 2010; Irmak et al. 2010; Lynn and Harris 1997; Maimaran and Wheeler 2008; Ratner and Kahn 2002; Simonson and Nowlis 2000; White and Argo…”
“I Know Things They Don’t Know!”: The Role of Need for Uniqueness in Belief in Conspiracy Theories (2017, methodology): “To manipulate need for uniqueness, we used a procedure proposed by Cheema and Kaikati (2010).”
Brand authenticity: An integrative framework and measurement scale (2013, background): “Therefore, the brand as a resource for identity construction is less publicly palpable and even less desirable to promote, especially if consumers have a high need for uniqueness (Cheema & Kaikati, 2010).”
When Giving Money Does Not Work: The Differential Effects of Monetary Versus In-Kind Rewards in Referral Reward Programs (2014, unknown): “In addition, people with certain personal traits, such as those with a high need for uniqueness, may find the generation of positive WOM particularly costly (Cheema and Kaikati 2010).”
A Cognitive Appraisal Process of Customer Delight: The Moderating Effect of Place Identity (2020, background): “Although sharing WOM serves a range of functions for consumers (e.g., impression management, emotion regulation, social bonding, and persuasion) (Berger 2014), there is psychosocial cost associated with the decision to provide PWOM (Cheema and Kaikati 2010).”
"Popularity Effect" in User-Generated Content: Evidence from Online Product Reviews (2014, background): “Cheema and Kaikati (2010) show that consumers' needs for " uniqueness " may also affect their decision to provide reviews.”
Communication Channels and Word of Mouth: How the Medium Shapes the Message (2013, background): “While some work has examined the behavioral drivers of word of mouth (Berger 2011; Berger and Milkman 2012; Berger and Schwartz 2011; Cheema and Kaikati 2010; Dubois, Rucker, and Tormala 2011; Packard and Wooten 2012; see Berger [2013] for a review), there has been less attention paid to how…”