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THE CONSTRUCTION AND VALIDATION OF A CONSUMER ORIENTATION QUESTIONNAIRE (SCOI) DESIGNED TO MEASURE FROMM'S (1955) ‘MARKETING CHARACTER’ IN AUSTRALIA

65 citations0/0 files storedSocial Behavior and Personality An International Journal

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Consumer Behavior in Brand Consumption and Identification Psychometric Methodologies and Testing Personality Traits and Psychology

Abstract

An instrument (SCOI) was designed to measure Fromm's (1955) marketing character, which is based on the notion that the self may be experienced as a commodity whose value and meaning are externally determined. In study 1 (N=80 & 302), the hypothesis that the SCOI would be positively correlated with Conformity, Authoritarianism and Anger Expression was supported, providing support for Fromm's (1955) theory that these latter three traits would be evident in those individuals defined by the marketing character. The hypotheses that the SCOI and Materialism (Richins & Dawson, 1992), would be positively correlated with both Commercial Television Viewing and Anxiety were also supported. In study 2 (N=87), the hypotheses that the SCOI and Materialism would be positively correlated with Depression and negatively correlated with Voluntary Simplicity were supported. The hypothesis that the SCOI would be negatively correlated with Life Satisfaction was not supported, although Materialism was significantly and negatively correlated with Life Satisfaction. In study 3 (N=80), the hypotheses that the SCOI and Materialism would be negatively correlated with Empathy and Neuroticism were not supported, the latter result suggesting that neuroticism may not be an adequate indicator of psychological health per se. In study 4 (N=101), the hypotheses that the SCOI and Materialism would be negatively correlated with Biophilia and Environmentalism were also supported. Further, the SCOI was able to discriminate both between Ss from Newcastle, NSW (one of two preferred test markets in Australia) and Ss from a permaculture community in south-east Queensland, Australia, and between Ss enrolled in management and Ss enrolled in arts/science at the University of Newcastle, NSW, Australia. Hence, the SCOI generally performed as expected in tests of convergent, divergent and discriminant validity.

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References

1961An Inventory for Measuring Depression 1985The Satisfaction With Life Scale 1954A Theory of Social Comparison Processes 1988An inventory for measuring clinical anxiety: Psychometric properties.2000An Integrative Theory of Intergroup Conflict 1988Psychometric properties of the Beck Depression Inventory: Twenty-five years of evaluation 1979Review of Psychometric theory (2nd ed.).2012Cognitive Therapy for Depression

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