Measuring the bandwagon effect: Development of a generalized bandwagon luxury motivation scale

Abstract

AbstractThis study presents a reliable, valid, and generalizable four‐item unidimensional scale that captures general bandwagon luxury motivation. After a thorough review of the bandwagon luxury literature, the authors developed an initial set of items which were then reviewed by academic experts. The scale was tested in a series of four studies to refine the scale and demonstrate its reliability and validity: Study 1 was conducted with a student sample in the Southeast, Study 2 with a student referral sample of adults in the Midwest, Study 3 with a national Qualtrics panel sample in the United States, and Study 4 with another national Qualtrics panel sample in the United States that included only those who had bought or consumed a luxury product in the past 12 months. Study 4 was done to corroborate the evidence from Study 3 with a sample of luxury consumers. The generalized bandwagon luxury motivation scale is positively related to status consumption motivation, congruity with one's internal self, a preference for visible luxury brands, and conspicuous consumption. It is negatively related to the inconspicuous luxury motivation of being unknown to the masses and independent self‐construal. This research contributes to the literature by developing a generalized scale to measure the luxury bandwagon effect that is not limited to one luxury product domain.