Discriminant Validity of a Product-Anchored Self-Concept Measure

作者：George E. Belch, E. Laird Landon · 发表于：Journal of Marketing Research · 年份：1977 · DOI：10.1177/002224377701400213 · 被引用次数：72 · 研究领域：Consumer Behavior in Brand Consumption and Identification、Environmental Sustainability in Business、Customer Service Quality and Loyalty

The effect of several factors on the validity of a product-anchored self-concept measure is examined. Though the measure is not affected by product order or subject's attitude toward the task, it is affected by social desirability and product ownership, two factors of central importance in consumer research.