Consumer self-confidence: Refinements in conceptualization and measurement

The development and validation of measures to assess multiple dimensions of consumer self-confidence are described in this article. Scale-development procedures resulted in a six-factor correlated model made up of the followi ng dimensions: information acquisition, consideration-set formation, person al outcomes, social outcomes, persuasion knowledge, and marketplace interfa ces. A series of studies demonstrate the psychometric properties of the mea sures, their discriminant validity with respect to related constructs, thei r construct validity, and their ability to moderate relationships among oth er important consumer behavior variables.