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The Identity Motive

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The Science of Why

Abstract

Margaret Mead, the renowned American cultural anthropologist, used to tell her students that they should always remember that they were absolutely unique—just like everyone else. This observation by Mead is a favorite of mine, since it carries the promise of the paradoxical journey we all undertake: The path to finding ourselves.

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Notes

  1. Erik H. Erikson, Childhood and Society (New York: Norton, 1950).

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  2. P. T. Costa Jr., and R. R. McCrae, “Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Manual” (Odessa, FL: Psychological Assessment Resources, 1992).

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  3. K. T. Tian, W. O. Bearden, G. L. Hunter, “Consumers’ Need for Uniqueness: Scale Development and Validation,” Journal of Consumer Research 28:1 (2001).: 50–66.

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  4. Ayalla Ruvio, “Unique Like Everybody Else? The Dual Role of Consumers’ Need for Uniqueness,” Psychology & Marketing 25:5 (May 2008): 444–464. Published online in Wiley InterScience (www.interscience.wiley.com) © 2008 Wiley Periodicals, Inc. DOI: 10.1002/mar.20219.

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  5. Roberto Verganti, Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean (Boston: Harvard Business Press, 2009).

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© 2015 David Forbes

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Forbes, D. (2015). The Identity Motive. In: The Science of Why. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137502049_6

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