Consumer Propensity to Deviate: Scale Development and Validation

Peter Voyer, University of Windsor, Canada
Why do some consumers engage in deviant behavior while others do not? Addressing this, a personality trait entitled, consumer propensity to deviate (CPD) is defined, and a scale measuring it is developed and extensively validated. Six studies, encompassing seven samples, are reported. The resultant seven-item scale is parsimonious and adaptable.
[ to cite ]:
Peter Voyer (2014) ,"Consumer Propensity to Deviate: Scale Development and Validation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 723-723.