Consumers’ Arrogance: Construct Conceptualization and Preliminary Validation Evidence

Ayalla Ruvio, School of Management, University of Haifa, Israel
Aviv Shoham, School of Management, University of Haifa, Israel
Hareli Shlomo, School of Management, University of Haifa, Israel
This paper explores the meaning of consumer arrogance (CA). It offers a conceptualization and an initial operationalization of CA. CA defined as a general multidimensional construct that reflects the tendency of individuals to communicate their achievements to others through products. The findings suggest a five-dimensional CA structure including: brand-name self-assertion, exhibitionism-based purchases, “I know best” mentality, showing-off through purchases, and purchase superiority.
[ to cite ]:
Ayalla Ruvio, Aviv Shoham, and Hareli Shlomo (2007) ,"Consumers’ Arrogance: Construct Conceptualization and Preliminary Validation Evidence", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 677-678.