Consumer Propensity to Resist (CPR): measurement and validation

Annie Banikema () and Dominique Roux ()
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Annie Banikema: ESC Amiens
Dominique Roux: UP11 - Université Paris-Sud - Paris 11

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Abstract: This paper offers a valid measure of Consumer Propensity to Resist (CPR). A qualitative research helps define the construct. Then, a scale is developed through four samples from 1,476 individuals. A final model confirms the links between Self-Affirmation and Self-Protection, their antecedents and effects on various buying behavior.

Date: 2012-10-04
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Published in Advances in Consumer Research, North American Conference, Association for Consumer Research, Oct 2012, Vancouver, Canada. pp.612-613

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04316956

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