Date of Award
Quantitative Research Methods
Kathy E. Green, Ph.D.
Attribution Theory of Motivation, Baby Boomers, Involuntary Deconsumption, Mixed Methods, Scale Development, Voluntary Deconsumption
This exploratory sequential mixed methods study of scale development was conducted among baby boomers in the United States to render conceptual clarity to the concepts of voluntary and involuntary deconsumption, to explore deconsumption behavior under the tenets of the attribution theory of motivation, and to examine the components, structures, uses, and measurement properties of scales of voluntary and involuntary deconsumption. It was also an attempt to reiterate the importance of the baby boomer segment(s) for marketing practitioners based on growth, economic viability, and the power of influence, and to establish a deep understanding of the deconsumption processes, which could enable marketers to devise strategies to pre-emptively avoid, pro-actively influence, and/or reactively mitigate deconsumption outcomes. The critical incident in a relationship context (CIRC) technique was used in conjunction with grounded theory approach in the qualitative phase (study 1); and survey research, principal components analysis, and Rasch analysis were used in the quantitative phase (study 2). Behavioral process theories of the experience of voluntary and involuntary deconsumption were posited; and motivations and consequences of both types of deconsumption were discussed. The differences in the experience of deconsumption based on variables such as deconsumption type (voluntary and involuntary), gender (male and female), and baby boomer type (trailing- and leading-edge) were explained as well. Subscales of voluntary deconsumption included four components, i.e., elevated state of purpose, social agency and activism, non-materialism, and acceptance of life circumstances. Subscales of involuntary deconsumption included three components, i.e., victim mentality, materialism, and non-acceptance of life circumstances. Finally, the unidimensionality, appropriate scale use, invariance, and levels of validity and reliability of all the subscales of voluntary and involuntary deconsumption were tested, and reported as acceptable and appropriate. In conclusion, the implications of the results for theory, research methodology, and practice were discussed, and recommendations for future research inquiry were made.
Keywords: deconsumption; voluntary deconsumption; involuntary deconsumption; attribution theory of motivation; materialism; corporate social responsibility (CSR); non-materialism; victim mentality; mixed methods; scale development; critical incident in a relationship context (CIRC) technique; consumer behavior; grounded theory; Rasch analysis; baby boomers; United States
Copyright Statement / License for Reuse
This work is licensed under a Creative Commons Attribution 4.0 License.
Dugar, Kranti K., "Consumers' Perceptions of Voluntary and Involuntary Deconsumption: An Exploratory Sequential Scale Development Study" (2017). Electronic Theses and Dissertations. 1304.
Received from ProQuest
Kranti K. Dugar
Marketing, Statistics, Gerontology