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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

16 out of 115

Consumer Self-Confidence: Refinements in Conceptualization and Measurement

William O. Bearden, David M. Hardesty, Randall L. Rose
DOI: http://dx.doi.org/10.1086/321951 121-134 First published online: 1 June 2001


The development and validation of measures to assess multiple dimensions of consumer self-confidence are described in this article. Scale-development procedures resulted in a six-factor correlated model made up of the following dimensions: information acquisition, consideration-set formation, personal outcomes, social outcomes, persuasion knowledge, and marketplace interfaces. A series of studies demonstrate the psychometric properties of the measures, their discriminant validity with respect to related constructs, their construct validity, and their ability to moderate relationships among other important consumer behavior variables.

  • Cognitive processes
  • Market segmentation
  • Personality
  • Psychometric issues
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