Deliberate Self-Indulgence Versus Involuntary Loss of Self-Control: Toward a Robust Cross-Cultural Consumer Impulsiveness Scale
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The Version of Record of this manuscript has been published and is available in Journal of International Consumer Marketing, 2011. http://www.tandfonline.com/doi.org/10.1080/08961530.2011.578060
There is neither a consensus about the dimensionality of the consumer impulsiveness construct nor sufficient evidence about the validity and cross-cultural measurement equivalence of its various scales. We address these gaps by using cross-cultural differences in control orientations as the conceptual foundation for a more robust consumer impulsiveness scale. Specifically, we demonstrate that unlike individualistic consumers, collectivistic consumers distinguish between deliberate self-indulgence and involuntary loss of self-control, as reflected in the three-factor structure (prudence, self-indulgence, and self-control) for the collectivists and a two-factor structure (prudence and hedonism) for the individualists. We also discuss some implications and limitations of this research.
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