We argue that people high in need for uniqueness should be more likely than others to endorse conspiracy beliefs because conspiracy theories represent the possession of unconventional and potentially scarce information. […] Moreover, conspiracy theories rely on narratives that refer to secret knowledge (Mason, 2002) or information, which, by definition, is not accessible to everyone, otherwise it would not be a secret and it would be a well-known fact.
People who believe in conspiracy theories can feel “special,” in a positive sense, because they may feel that they are more informed than others about important social and political events. […]
Our findings can also be connected to recent research demonstrating that individual narcissism, or a grandiose idea of the self, is positively related to belief in conspiracy theories. Interestingly, Cichocka et al. (2016) found that paranoid thought mediates the relationship between individual narcissism and conspiracy beliefs.
The current work suggests, however, that need for uniqueness could be an additional mediator of this relationship. Indeed, previous work has shown that narcissism is positively correlated with need for uniqueness (Emmons, 1984) and here we showed that need for uniqueness is related to conspiracy belief.