Individualism and the desire for unique consumer products: the roles of need for uniqueness and global acculturation

Purpose To address the challenge of imprecise consumer segmentation in international markets, this study aims to investigate the psychological mechanisms that link microcultural backgrounds to specific product preferences. Specifically, a framework encompassing both mediation and moderation is developed to examine how the cultural values of horizontal and vertical individualism predict the desire for unique consumer products, focusing on the mediating role of the psychological need for uniqueness and the moderating role of acculturation to global consumer culture. Design/methodology/approach Data were collected from 662 non-British consumers living in the UK through an online survey and analyzed using structural equation modeling. Findings The results indicate that the cultural values of vertical and horizontal individualism positively influence the need for uniqueness, which subsequently drives the desire for unique consumer products. Notably, a suppressor effect emerged regarding horizontal individualism, wherein its indirect effect on product desire was greater than its total effect. Acculturation to global consumer culture acts as a behavioral enhancer, significantly amplifying the positive relationship between the internal need for uniqueness and the external desire for unique products. Originality/value This research extends the cultural fit hypothesis into the domain of international product management by demonstrating that specific personality traits act as active transformers, rather than passive carriers, of cultural influence. It provides novel evidence that the desire for unique products is not universally driven by competitive status, but is a complex phenomenon shaped by the dimensional nuances of individualism and the consumer’s integration into the global marketplace.