In this article we examine individual differences in the desire for unique consumer products. We identify several of the antecedents and consequences of this variable and argue that a new scale to measure it is needed. Then we report the results of our efforts to develop and validate such a scale. The 8-item scale that emerged from these efforts is shown to be unidimensional, to have a factor structure that generalizes across student and nonstudent samples, and to have acceptable internal and test-retest reliabilities. The scale's validity is attested to by its theoretically intelligible relationships with other personality measures and by its ability to differentiate between the patrons of an artistic theater and a second-run theater. Finally, we discuss the potential uses of the scale in both basic and applied marketing research.