Consumer Propensity to Resist (Cpr): Measurement and Validation

Annie Banikéma, Groupe Sup de co Amiens-Picardie, France
Dominique Roux, Université of Paris Sud, France
This paper offers a valid measure of Consumer Propensity to Resist (CPR). A qualitative research helps define the construct. Then, a scale is developed through four samples from 1,476 individuals. A final model confirms the links between Self-Affirmation and Self-Protection, their antecedents and effects on various buying behavior.
[ to cite ]:
Annie Banikéma and Dominique Roux (2012) ,"Consumer Propensity to Resist (Cpr): Measurement and Validation", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 612-613.