Development and initial validation of the conspicuous behaviour orientation scale

Shaikh, S. and Gummerum, M. (2022) Development and initial validation of the conspicuous behaviour orientation scale. Journal of Consumer Behaviour, 21 (2). pp. 282-295. ISSN 1479-1838 doi: 10.1002/cb.2001

Abstract/Summary

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.