Consumer Self-Confidence Scale
CSCThe extent to which an individual feels capable and assured with respect to his or her marketplace decisions and behaviours — reflecting subjective evaluations of one's ability to generate positive consumer experiences. Comprises two higher-order factors: Decision-Making Self-Confidence (information acquisition, consideration set formation, personal outcomes, social outcomes) and Protection Self-Confidence (persuasion knowledge, marketplace interfaces).
31 items
2001
α 0.81–0.88
Free
Bearden, W.O., Hardesty, D.M. & Rose, R.L.
What it measures
A multidimensional measure of consumer self-confidence capturing competence and assurance across six distinct marketplace contexts. Decision-making self-confidence (IA, CSF, PO, SO) captures ability to acquire information, identify options, and make sound personal and socially evaluated choices. Protection self-confidence (PK, MI) captures ability to detect and resist persuasion attempts and to assertively navigate marketplace interactions. Validated across seven studies including student, adult community, married couple, and professional samples.
Representative items
- I know where to find the information I need prior to making a purchase. (IA)
- I trust my own judgment when deciding which brands to consider. (CSF)
- I often have doubts about the purchase decisions I make. (PO — R)
- My friends are impressed with my ability to make satisfying purchases. (SO)
- I know when an offer is 'too good to be true.' (PK)
Citation
Bearden, W.O., Hardesty, D.M., & Rose, R.L. (2001). Consumer self-confidence: Refinements in conceptualization and measurement. Journal of Consumer Research, 28(2), 121–134.