The individual’s pursuit of dissimilarity through consumption has fascinated scholars across disciplines and was recently been encapsulated by the concept of consumers’ need for uniqueness (CNFU, Tian et al. 2001). Despite the importance of CNFU in multiple domains, much of its literature has focused on the attainment of unique identity in private domains (e.g., at home: Ruvio 2008), and its possible implications were examined primarily with regard to consumption behaviors. In contrast, this study aims to present a broader perspective of the implications of CNFU in domains other than the individuals’ homes by investigating its role in one of the most significant spheres in many individuals’ lives: the workplace. The literature suggests that nearly 90% of workers personalize their workplace (Wells et al. 2007). This behavior can be regarded as expressions of CNFU, although this concept has never been explored in the workplace context.
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- Consumers’ Need for Uniqueness in the Workplace