Discriminant Validity of a Product-Anchored Self-Concept Measure
Open Access
- 1 May 1977
- journal article
- other
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 14 (2) , 252-256
- https://doi.org/10.1177/002224377701400213
Abstract
The effect of several factors on the validity of a product-anchored self-concept measure is examined. Though the measure is not affected by product order or subject's attitude toward the task, it is affected by social desirability and product ownership, two factors of central importance in consumer research.Keywords
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