Conspicuous Consumption: a Preliminary Report of Scale Development and Validation

Etta Y. I. Chen, National Chengchi University, Taiwan
Nai-Chi (Nike) Yeh, National Chengchi University, Taiwan
Chih Ping Wang, National Chengchi University, Taiwan
The content of conspicuous consumption has changed with the evolution of societies, from the ostentatious display of wealth to gain prestige from others to the delivery of symbolic meaning to different reference groups. The present study adopted the deductive approach for an up-to-date definition and developed a new scale for measuring consumers' general behavioral tendencies of conspicuous consumption. Following rigorous procedures suggested by Hinkin (1998), the new scale showed good reliability and validity. Compared with the ad hoc scale, the result of hierarchical regression indicated that the new scale could provide better predictability for a consumer's conspicuous brand purchase behavior.
[ to cite ]:
Etta Y. I. Chen, Nai-Chi (Nike) Yeh, and Chih Ping Wang (2008) ,"Conspicuous Consumption: a Preliminary Report of Scale Development and Validation", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 686-687.