Measuring consumer vanity: A cross-cultural validation

By Paul Wang, David S. Waller. 2006

89 citations recorded by the source corpus.

Given the unmistakable trend toward a more integrated global economy and the tremendous impact of consumer vanity on demand for countless goods and services, there exists a need for more cross-cultural research on the important psychological construct known as consumer vanity (Netemeyer, Burton, & Lichtenstein, 1995). This article examines four components of the vanity construct: appearance concern, appearance perception, achievement concern, and achievement perception. To test the vanity construct cross-culturally, a survey was undertaken in the United States and China. This article illustrates the use of the comprehensive analytical framework proposed by Steenkamp and Baumgartner (1998) to assess measurement invariance in cross-cultural consumer research. The results provided a rigorous cross-cultural validation test of the vanity scale that has implications for both academics and practitioners in cross-cultural consumer research and marketing. © 2006 Wiley Periodicals, Inc.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Social Psychology

View Paper: https://www.semanticscholar.org/paper/5a8dde242e9ea0d7ba4d96cfe7ecd1b045a8d09b

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Keyoor Purani
2. Paurav Shukla
3. Elyette Roux
4. Sheetal Jain
5. Justin Paul

In Organizational Behavior and Human Resource Management

1. Paurav Shukla
2. Keyoor Purani
3. Justin Paul

In Social Psychology

1. Paurav Shukla
2. Keyoor Purani
3. Elyette Roux

Citations in the corpus

• Comparing the importance of luxury value perceptions in cross-national contexts ☆ (2012, background): “In contrast, consumers from Eastern collectivist cultures, define self more by relationships with members of one’s extended environment including family, relatives, and co-workers (Wang and Waller, 2006).”
• Values associated with luxury brand consumption and the role of gender (2017, background): “Women are thusmore sensitive to the opinions of others (Deaux & Major, 1987), and rely on selfappearance to make a good impression on others (Buss, 1989; Wang & Waller, 2006; Workman & Lee, 2011).”