Consumers’ Arrogance: Construct Conceptualization and Preliminary Validation Evidence

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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 34 | 2007



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