Premium
Development and validation of the consumer disillusionment toward marketing activity scale
Author(s) -
Pervan Simon J.,
Martin Brett A. S.
Publication year - 2012
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1377
Subject(s) - nomological network , verifiable secret sharing , construct (python library) , perception , scale (ratio) , marketing , measure (data warehouse) , business , structural equation modeling , psychology , computer science , data mining , physics , set (abstract data type) , quantum mechanics , programming language , service (business) , neuroscience , machine learning
This study examines disillusioned consumers. The theory proposes that this is a group learning to lower their expectations of firm integrity and who, to avoid being let down, ignore marketing activity directly from the firm. This kind of exchange orientation develops as a response to consistent failure in perceptions of firm integrity. The research includes six studies, including over 600 adult consumers, to outline the development and validation of a measure of consumer disillusionment toward marketing activity. Completing the process provides a valid and reliable four‐item measure. In addition, the study includes the assessment of the nomological validity of the construct. The nomological validation includes using cue utilization theory to predict that disillusioned consumers favor advertising that provides evidence of verifiable integrity. The validation experiment uses print advertising containing high and low verifiable integrity stimuli. Results confirm the theory with disillusioned consumers focusing less on the firm as source of information. Further, these consumers respond more favorably than non‐disillusioned consumers to third party endorsers who serve to verify the firm's attempts to show integrity. Copyright © 2012 John Wiley & Sons, Ltd.