Consumer Desire for Uniqueness in High Tech Products

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