Conspicuous consumption orientation: Conceptualisation, scale development and validation

In this paper individual differences in conspicuous tendencies are examined. A new definition of the construct is proposed and, through critical evaluation of the extant literature, the need for a proper scale is posited. Then an extensive exercise is taken up to develop and validate the scale. The 11‐item scale is found to be uni‐dimensional, to have a factor structure that is generalisable across student and non‐student samples, and has acceptable internal and test–retest reliabilities. The scale's validity is attested to by its theoretically tenable relationships with other personality measures.