The Development of a Bi-Lingual Assessment Instrument to Measure Agentic and Communal Consumer Motives in English and French.

ABSTRACT: Consumer behavior is driven, in part, by the degree to which goods and services appeal to underlying motives for agency and communion. The purpose of this research was to develop a brief individual differences measure of these motivations for use in behavioral research and theoretical and applied consumer psychology and marketing studies. We employed a bi-lingual scale development procedure to create the 10-item Agentic and Communal Consumer Motivation Inventory (ACCMI) in English and French. Two studies show that the ACCMI is language invariant, demonstrates convergent and discriminant validity with consumer, motivational, and interpersonal constructs, and predicts evaluations of products described in agentic and communal terms, respectively, in both languages. The general conclusion of t

SUBMITTER: Friedman M 

PROVIDER: S-EPMC4980988 | biostudies-literature | 2016

REPOSITORIES: biostudies-literature