Shaikh, Shayan and Gummerum, Michaela (2022) Development and initial validation of the conspicuous behaviour orientation scale. Journal of Consumer Behaviour, 21 (2). pp. 282-295. doi:10.1002/cb.2001 ISSN 1472-0817.

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Abstract

The primary goal of this research was to develop and validate the conspicuous behaviour orientation scale, a novel measure that captures an individual's propensity to adopt behaviours that signal social prestige. Exploratory and confirmatory factor analysis in Study 1 (N = 423) identified two primary factors describing conspicuous behaviour orientation: Conspicuous altruism and conspicuous consumption. In a separate sample (N = 203), Study 2 confirmed the factor structure of the conspicuous behaviour orientation scale by demonstrating concurrent validity with measures of conspicuous donation behaviour, altruism, status consumption, and materialism. The construct validity was evaluated in Study 3 by correlating the present scale with the HEXACO model of personality (N = 410). Findings support that the 10-item conspicuous behaviour orientation scale is a useful instrument to measure susceptibility towards costly signalling behaviour to enhance interpersonal relationships with relevant others. In essence, the results of these studies provide strong initial evidence for the reliability and validity of the conspicuous behaviour orientation scale. We conclude this paper with theoretical and applied implications of the proposed scale.

Item Type:	Journal Article
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HF Commerce H Social Sciences > HV Social pathology. Social and public welfare
Divisions:	Faculty of Science, Engineering and Medicine > Science > Psychology
SWORD Depositor:	Library Publications Router
Library of Congress Subject Headings (LCSH):	Conspicuous consumption, Consumer behavior -- Psychological aspects, Social status -- Psychological aspects
Journal or Publication Title:	Journal of Consumer Behaviour
Publisher:	John Wiley & Sons Ltd.
ISSN:	1472-0817
Official Date:	March 2022
Dates:	Date Event March 2022 Published 17 November 2021 Available 15 October 2021 Accepted
Volume:	21
Number:	2
Page Range:	pp. 282-295
DOI:	10.1002/cb.2001
Status:	Peer Reviewed
Publication Status:	Published
Reuse Statement (publisher, data, author rights):	This is the peer reviewed version of the following article: Shaikh, S., & Gummerum, M. (2021). Development and initial validation of the conspicuous behaviour orientation scale. Journal of Consumer Behaviour., which has been published in final form at https://doi.org/10.1002/cb.2001. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.
Access rights to Published version:	Restricted or Subscription Access
Date of first compliant deposit:	7 December 2021

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