A Cross-Language Measure of Agentic and Communal Consumer Motivations
(2014) Society for Interpersonal Theory and Research — Location: New Haven, Connecticut, USA (6.June.2014)
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- Abstract
- This paper describes the development and validation of the Agentic and Communal Consumer Motivation Inventory (ACCMI) in French and English speakers. An initial set of items was developed. Items in English were developed by a native English speaker, and items in French were developed by a native French speaker. Items were then cross-translated to compose a master list of all items in both languages. This initial pool of 90 items was given to large samples of English and French speakers in the US and Belgium, respectively, and factor analytic techniques were applied to identify a structure and refine items. A two-factor structure was identified that strongly resembled the agentic and communal motivational framework. Five items measuring Agentic consumer motives and five items measuring Communal motives were selected. The resulting scales were found to be acceptably reliable and structurally invariant across cultures. The ACCMI was administered to participants from a second sample who were exposed to advertisements for the same product that differed in agentic and communal emphasis. As predicted, more agentic consumers were more positively affected by more agentic ads whereas more communal consumers were more positively affected by more communal ads.
- Affiliations
Louvain School of Management Marketing
Citations
Friedman, M., Hopwood, C., Lown, J., & Bartier, A.-L. (2014). A Cross-Language Measure of Agentic and Communal Consumer Motivations. Society for Interpersonal Theory and Research, New Haven, Connecticut, USA. https://hdl.handle.net/2078.5/88064