دانلود رایگان مقاله غرور مصرف کننده: توسعه و اعتبار سنجی مقیاس

abstract

This article provides a conceptualization of the new construct of consumer arrogance and develops and validates a measurement scale for it. It views consumer arrogance as a multi-dimensional trait reflecting the proclivity to use possessions in order to establish one's social superiority over others. The final version of the scale has four dimensions: image-based consumption, consumer bragging, exhibitionism-based purchases, and consumer feeling superior. In six studies, which include 1529 participants, both students and adults, the consumer arrogance scale demonstrates internal consistency and validity within one country (Israel), across two sub-cultures (Israeli Arabs and Jews), and across cultures (Israel and the US). The findings also support the role of consumer arrogance in explaining and predicting consumption behaviors above and beyond existing constructs.

4. General discussion

This research provides a conceptualization of a new CA construct reflecting individuals' tendency to use the acquisition, utilization, and display of possessions as a means of expressing a superior self-image. CA captures an individual-level trait consisting of four dimensions: image-based consumption, consumer bragging, exhibitionism-based purchases, and consumer superiority. The findings confirm the internal consistency of CA, its reliability, and discriminant and nomological validity in six studies and within and across several cultural settings.