What motivates nonconformity? Uniqueness seeking blocks majority influence.

@article{Imhoff2009WhatMN,
  title={What motivates nonconformity? Uniqueness seeking blocks majority influence.},
  author={Roland Imhoff and H. Erb},
  journal={Personality & social psychology bulletin},
  year={2009},
  volume={35 3},
  pages={
          309-20
        }
}
A high need for uniqueness undermines majority influence. Need for uniqueness (a) is a psychological state in which individuals feel indistinguishable from others and (b) motivates compensatory acts to reestablish a sense of uniqueness. Three studies demonstrate that a strive for uniqueness motivates individuals to resist majority influence. In Study 1, the need for uniqueness was measured, and it was found that individuals high in need for uniqueness yielded less to majority influence than… CONTINUE READING
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