The scale captures how much a consumer uses their possessions to signal superior deal-finding and product-selection skill relative to others, one facet of a broader consumer arrogance construct.
5-point Likert (1=strongly disagree, 5=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Ruvio et al. (2020) drew this scale from an earlier, more rigorously developed five-item superiority measure by Ruvio and Shoham (2016), one of four dimensions in their consumer arrogance framework; used in a large pilot study (n = 1,682). Reliability was good (α = .88), with an AVE of .70. In a later study, the authors combined this scale with a bragging measure to form a broader arrogance index, which showed discriminant validity relative to narcissism and self-confidence.
Ruvio, Ayalla, Richard P. Bagozzi, G. Tomas M. Hult, and Richard Spreng (2020), "Consumer Arrogance and Word-of-Mouth," Journal of the Academy of Marketing Science, 48 (6), 1116–1137.
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