Measuring the motivation to avoid duping: scale development and validation

Abstract

Purpose This paper aims to develop and validate a psychometrically sound scale measuring buyers’ motivation to avoid being duped (MAD) in a marketplace transaction. Design/methodology/approach Standard scale construction methodology was followed in developing the MAD Scale. Eight studies were conducted. Findings Three underlying MAD factors were discovered: suspicion of sellers, anticipated aversive emotions and deception detection. For purposes of analyses, data were collapsed across factors. High MAD individuals exhibited more vigilance in decision-making, were less trusting of strangers and displayed a greater desire to appear perfect to others. Those high in MAD were also more apt to have a prevention regulatory focus. Test-retest reliability was satisfactory, and no social desirability bias was observed. Finally, in an economic game with real financial consequences, those higher (vs lower) in MAD invested less after being duped, thus supporting criterion validity. Originality/value Marketplace deception has been identified as an existential threat facing consumers. Yet, few studies have examined how consumers cope with this threat. There currently exists no scales to measure consumer motivation to avoid being duped. The current research defines MAD and differentiates it from related constructs. The MAD scale will be useful in a variety of research contexts related to marketplace deception.

Is this real life? Is it just fantasy? The development and validation of a media-evoked fantasy scale

“…As development of the construct itself must go hand and hand with scale development, the initial step in the development of a fantasy scale is the presentation of a clear and precise definition of the construct (Spector, 1992;Brakus 2009;Choi and Lotz, 2016;Anaza et al, 2021;Madrigal et al, 2021). The construct of fantasy seems to be as limitless as imagination itself.…”

“…That is, as fantasy is limited only by the bounds of imagination, the dimensionality of fantasy and its subsequent scale measures would appear to be equally limitless. However, the consistent use of an existing construct’s dimensions, especially across multiple disciplines, necessitates that item generation be inclusive of these dimensions (for example, see Brakus et al , 2009; Choi and Lotz, 2016; Madrigal et al , 2021). Thus, the next step in measuring fantasy is to define the construct’s possible dimensions.…”