Based on the previous works, some hypotheses are put forward and the relationship between consumers’ need for uniqueness and interpersonal influence is analyzed through empirical research methods by sampling local consumers. It is concluded that local consumers’ susceptibility to interpersonal influence is positively related to the need for uniqueness. Accordingly, this causality makes it understandable for us to some extent many particular phenomena including conformity, keeping up with the Joneses and keeping face of Chinese consumers during the process of consumption.