Consumer Desire for Uniqueness in High Tech Products

Abstract

This research examines the role of uniqueness in a high tech product marketing strategy. Primary data is used to uncover information  important for high technology firms in regards to consumer personality type and their desire for unique high technology products. By using  the information provided, a high technology firm could lower the level of uncertainty associated with high technology products. Our findings  are of interest to managers involved in marketing high technology products and academician engaged in this stream of research.