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The psychometric properties of the Value Consciousness Scale developed by Lichtenstein, Netemeyer, and Burton in 1990 were examined in a retail grocery study (N = 497). Original assessment of scale properties was undertaken using two convenience samples in a nonretail setting and additional scale performance has been documented by the scale authors. This study furthers previous research by (1) examining performance on the items in the retail grocery setting and (2) utilizing an appropriately rigorous sampling procedure. A confirmatory factor analysis indicated that the Value Consciousness Scale does not exhibit unidimensional properties, and one must be cautious if this scale is used in applications of market segmentation until further clarification can be provided.