مقاله انگلیسی رایگان در مورد توسعه اعتبار سنجی مقیاس غرور مصرف کننده

مقاله سال 2016

 مجله تحقیقات بازاریابی – Journal of Business Research

Arrogance, the inclination to publicize one’s qualities and worth over others, is a basic human trait (Lewis, 2000). While the marketing literature has long recognized that individuals use consumption-related behaviors to demonstrate their achievements and communicate their self-worth and superiority (Belk, 1988, 2011; Hirschman & LaBarbera, 1990; Kleine, Kleine, & Allen, 1995; Lee, Ko, & Megehee, 2015), an examination of how consumers use consumption behavior to project their arrogant inclinations has largely been neglected.

This research addresses this gap by introducing the concept of consumer arrogance (CA), defined as people’s proclivity for demonstrating their social superiority through the acquisition, utilization, or display of consumer goods. This definition focuses on how consumption-related activities help individuals communicate their superiority. It relies on the premise that behaviors such as the acquisition, use, and explicit communication of the value of consumer goods are tools in the service of arrogant consumers’ efforts to enhance their social status. This study develops a parsimonious, multi-dimensional scale to measure consumer arrogance and demonstrate its value in explaining, predicting, and understanding various consumption behaviors in different cultural settings.