Consumer self-confidence: Refinements in conceptualization and measurement

William O. Bearden, David M. Hardesty, Randall L. Rose

Research output: Contribution to journalArticlepeer-review

456 Scopus citations


The development and validation of measures to assess multiple dimensions of consumer self-confidence are described in this article. Scale-development procedures resulted in a six-factor correlated model made up of the following dimensions: information acquisition, consideration-set formation, personal outcomes, social outcomes, persuasion knowledge, and marketplace interfaces. A series of studies demonstrate the psychometric properties of the measures, their discriminant validity with respect to related constructs, their construct validity, and their ability to moderate relationships among other important consumer behavior variables.

Original languageEnglish
Pages (from-to)121-134
Number of pages14
JournalJournal of Consumer Research
Issue number1
StatePublished - Jun 2001

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing


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