Research Papers | Journal of Consumer Behavior | 2011
Conspicuous Consumption Orientation: Conceptualization, Scale Development, and Validation

Author: Himadri Roy Chaudhuri,S Majumdar and A Ghoshal

Publisher: Journal of Consumer Behavior

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Publication year: 2011




In this paper individual differences in conspicuous tendencies are examined. A new definition of the construct is proposed and, through critical evaluation of the extant literature, the need for a proper scale is posited. Then an extensive exercise is taken up to develop and validate the scale. The 11-item scale is found to be uni-dimensional, to have a factor structure that is generalizable across student and non-student samples, and has acceptable internal and test–retest reliabilities. The scale’s validity is attested to by its theoretically tenable relationships with other personality measures.

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Himadri Roy Chaudhuri
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