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Preliminary Metric Investigations into the Nature of the "Postmodern Consumer"

A. Fuat Firat and Clifford J. Shultz, II
Marketing Letters
Vol. 12, No. 2 (May, 2001), pp. 189-203
Published by: Springer
Stable URL: http://www.jstor.org/stable/40216597
Page Count: 15
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Preliminary Metric Investigations into the Nature of the "Postmodern Consumer"
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Abstract

The purpose of this research is to design and to test an instrument to measure postmodern consumer orientations. The construct is articulated and operationalized using three dimensions that particularly relate to consumer orientations regarding identity, reality, and subject-hood. Each dimension is measured using four items that were developed based on literature review and prior qualitative research. This paper reports successful results from the confirmatory factor analysis verifying empirical viability of the measures. Results from further analyses of hypotheses relating to consumer characteristics, such as materialism, Machiavellianism, and locus of control impressions, are also reported to provide greater insight into the nature of the "postmodern consumer".

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