title: The Development of a Bi-Lingual Assessment Instrument to Measure Agentic and Communal Consumer Motives in English and French.
abstract: Consumer behavior is driven, in part, by the degree to which goods and services appeal to underlying motives for agency and communion. The purpose of this research was to develop a brief individual differences measure of these motivations for use in behavioral research and theoretical and applied consumer psychology and marketing studies. We employed a bi-lingual scale development procedure to create the 10-item Agentic and Communal Consumer Motivation Inventory (ACCMI) in English and French. Two studies show that the ACCMI is language invariant, demonstrates convergent and discriminant validity with consumer, motivational, and interpersonal constructs, and predicts evaluations of products described in agentic and communal terms, respectively, in both languages. The general conclusion of this research is that agency and communion provide a useful framework for understanding and studying consumer buying motivations. Discussion focuses on the relevance of motivational factors for studying human behavior and the applied utility of the ACCMI.
authors: Department of Marketing, Louvain School of Management, Catholic University of Louvain Louvain-la-Neuve, Belgium.
authors: Mike
authors: M
authors: Friedman
authors: Department of Marketing, EPHEC Business School Louvain-la-Neuve, Belgium.
authors: Anne-Laure
authors: AL
authors: Bartier
authors: Department of Psychology, Michigan State University East Lansing, MI, USA.
authors: Josh
authors: J
authors: Lown
authors: Department of Psychology, Michigan State University East Lansing, MI, USA.
authors: Christopher J
authors: CJ
authors: Hopwood
keywords: agency; bi-lingual scale development; communion; consumer psychology; individual differences; motivations