Measuring the Full Breadth of Consumer's Attitudes Towards Consumption

Anti-consumption is simply one area upon a larger continuum of consumers' attitude towards consumption. A thirteen-item scale was developed which measures consumers' pro/anti-consumption attitudes at both the micro and the macro level. The scales psychometric properties were also studied.


Rajesh Iyer and James Muncy (2013) ,"Measuring the Full Breadth of Consumer's Attitudes Towards Consumption", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 341-341.


Rajesh Iyer, Bradley University, USA
James Muncy, Valdosta State University, USA


E - European Advances in Consumer Research Volume 10 | 2013

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