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Consumer arrogance: Scale development and validation

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  • Ruvio, Ayalla A.
  • Shoham, Aviv

Abstract

This article provides a conceptualization of the new construct of consumer arrogance and develops and validates a measurement scale for it. It views consumer arrogance as a multi-dimensional trait reflecting the proclivity to use possessions in order to establish one's social superiority over others. The final version of the scale has four dimensions: image-based consumption, consumer bragging, exhibitionism-based purchases, and consumer feeling superior. In six studies, which include 1529 participants, both students and adults, the consumer arrogance scale demonstrates internal consistency and validity within one country (Israel), across two sub-cultures (Israeli Arabs and Jews), and across cultures (Israel and the US). The findings also support the role of consumer arrogance in explaining and predicting consumption behaviors above and beyond existing constructs.

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  • Ruvio, Ayalla A. & Shoham, Aviv, 2016. "Consumer arrogance: Scale development and validation," Journal of Business Research, Elsevier, vol. 69(10), pages 3989-3997.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:10:p:3989-3997
    DOI: 10.1016/j.jbusres.2016.06.004
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    2. Pino, Giovanni & Amatulli, Cesare & Peluso, Alessandro M. & Nataraajan, Rajan & Guido, Gianluigi, 2019. "Brand prominence and social status in luxury consumption: A comparison of emerging and mature markets," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 163-172.
    3. Senyuz, Aysu & Hasford, Jonathan, 2022. "The allure of arrogance: How relationship formation motives enhance consumer preferences for arrogant communications," Journal of Business Research, Elsevier, vol. 139(C), pages 106-120.
    4. Ayalla Ruvio & Richard P. Bagozzi & G. Tomas M. Hult & Richard Spreng, 2020. "Consumer arrogance and word-of-mouth," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1116-1137, November.
    5. Nicolas G. A. Lorgnier & Nicolas Chanavat & Che-Jen Su & Shawn M. O’Rourke, 2020. "Examining the influence of brand-based value congruity: do the values of the International Olympic Committee really matter?," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 73-99, March.

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