Background. Previous studies have found a correlation between
risk-taking and need for uniqueness (NFU). However, there is currently no experimental evidence
for such a relation. We report two studies showing that NFU leads to greater risk-taking.
Method. In both studies we measured need for uniqueness. Participants were confronted with a
risk-taking task (Slovic, 1966). Prior to the risk-taking task, they were randomly assigned to
three experimental conditions where the risk-taking norm (low, moderate, high) was manipulated
by giving false information about the majority’s decision. In study 2, prior to the risk-taking
task participants received fictitious test feedback labeling them as either different vs.
similar to the majority of previous participants. Findings. Study 1 (N = 299) showed that NFU
predicts a significant increase in willingness to take more risk than the induced norm
(controlled for sensation seeking). Study 2 (N =295) replicated this result and showed that
induced similarity to others increases risk-taking by participants with high NFU. Discussion.
This study provides the first experimental evidence for a causal link between need for
uniqueness and risk-taking.
