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@article{195025,
        author = {Prabhleen Bagga},
        title = {Self Concept and Consumer Need in Brand Choices Among Young Adults},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {6324-6338},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=195025},
        abstract = {The purpose of this study was to find out how self-concept and the desire for uniqueness affect the brand choices of young adults. The researchers used theories about identity and motivation to guess that how clear someone's self-concept is might influence their tendency to buy things based on their identity. They also thought that wanting to be unique might lead people to choose both special brands and brands that are seen as high status. The study used a quantitative and correlational approach. To collect data, the researchers used two well-known questionnaires: the Consumer Need for Uniqueness Scale and the Self-Concept Clarity Scale. The results showed that the average scores on both scales were in the moderate range, meaning people had average levels of self-concept clarity and motivation for uniqueness. When looking at the relationship between self-concept and motivation for uniqueness using Pearson's correlation, there was no significant link (r = 0.027, p < .05). This means the study did not support the idea that self-concept influences brand preferences. On average, people had moderate levels of motivation for uniqueness, and this wasn't connected to how clear their self-concept was. The findings suggest that identity stability and motivation for uniqueness are separate ideas within consumer behaviour. This study showed how complex brand choice can be based on identity and gives a foundation for building more complete psychological models that include various factors related to self-concept and motivation.},
        keywords = {Self-concept clarity, consumer need for uniqueness, brand preference, identity, young adults, motivational needs, consumer behaviour.},
        month = {March},
        }