Uniqueness helps people earn status in a group. Status matters. Ranking individuals within a hierarchy is fundamental to human social activity, and patterns of consumer behavior have closely aligned with these social calculations.
Consumers want to feel like they belong. As much as human beings love to stand out, we also love to belong. It's the irony of human behavior: toeing the line between being unique and identifying with similar others.
Reward-based brain circuitry responds to 'what could be': provide poeple with novel benefits that tickle and delight.