Адаптация на кратката скала за потребност от уникалност (CNFU) в български социокултурен контекст
Adaptation of the short scale of need for uniqueness (cnfu) in Bulgarian socio – cultural context

Summary/Abstract: The main purpose of the paper is to present an adaptation of Need for uniqueness scale short version (Ruvio, Shoham & Brencic 2008) in Bulgarian socio-cultural environment. The psychometric characteristics of the tool were tested in a sample of 1 106 respondents aged between 20 and 65 years, randomly selected. The research toolkit used includes a set of three methodologies - a short scale of need for uniqueness by Rubio and colleagues (2008), a scale measuring the inherent consumer innovativeness of Stimcamp and Jelens (2003), and Donthu & Gilliland‘s risk-propensity scale (1996). The conducted factor analysis confirmed the three-factor structure of the original methodology. The scale demonstrated high reliability, the value of Cronbach’s alpha is α = 0,84 (respectively subscales for creative choice α = 0,83, for unpopular choice α = 0,81, and for avoidance of similarity α = 0,81). Empirical evidence of the differentiating role of demographic factors such as gender and age is provided. The convergent validity of the construct were confirmed by establishing significant correlations with the following personality characteristics – innovativeness and risk propensity. The adapted scale is a reliable and cost-effective tool for use in Bulgarian conditions to diagnose the need for uniqueness in predicting innovative consumer behavior and the willingness of the person to take risk by engaging in various risky activities. The scale is widely applicable in areas such as behavioral psychology, consumer behavior, psychology of advertising, marketing, personal psychology etc.

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