Exposing Consumer Exhibitionists: the Development and Validation of the Consumer Exhibitionism Scale

Christina Saenger, Kent State University, USA
Veronica Thomas, Kent State University, USA
Jennifer Wiggins Johnson, Kent State University, USA
Robert Jewell, Kent State University, USA
Internet technologies have fundamentally altered the way we express ourselves as consumers, fostering a culture of exhibitionism in our consumption activities. The purpose of this research is to develop a scale to measure consumer exhibitionism, which we define as the tendency to communicate one’s consumption activities via interpersonal and/or mass media channels for the purposes of attracting attention to one’s self and informing others about one’s self concept in the pursuit of personal satisfaction from making this information public. Using Churchill’s (1979) method, we are in the process of validating this scale for future use in consumer research.
[ to cite ]:
Christina Saenger, Veronica Thomas, Jennifer Wiggins Johnson, and Robert Jewell (2010) ,"Exposing Consumer Exhibitionists: the Development and Validation of the Consumer Exhibitionism Scale", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 895-896 .