Consumer Propensity to Deviate: Scale Development and Validation

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.


Peter Voyer (2014) ,"Consumer Propensity to Deviate: Scale Development and Validation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 723-723.


Peter Voyer, University of Windsor, Canada


NA - Advances in Consumer Research Volume 42 | 2014

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