Trait Aspects of Vanity Scale

What it measures

The Vanity scale is the primary consumer-behaviour operationalisation of trait vanity, capturing both the motivational (concern/preoccupation) and cognitive (self-view) aspects of vanity across physical and achievement domains. The four dimensions are empirically distinct via confirmatory factor analysis and show meaningful known-group differences: fashion models score higher on physical vanity dimensions; Who's Who directory members score higher on achievement vanity dimensions. All four dimensions correlate with narcissism, status concern, and materialism. Physical vanity dimensions relate to clothing concern, cosmetics use, and dieting behaviour. Widely used in luxury consumption, personal care, fitness, and fashion research.

Representative items

• The way I look is extremely important to me. (Concern — Physical)
• I am very concerned about my appearance. (Concern — Physical)
• People notice how attractive I am. (View — Physical)
• I am a very good-looking individual. (View — Physical)
• Professional achievements are an obsession with me. (Concern — Achievement)

Citation

Netemeyer, R.G., Burton, S., & Lichtenstein, D.R. (1995). Trait aspects of vanity: Measurement and relevance to consumer behavior. Journal of Consumer Research, 21(4), 612–626.