Development and initial validation of the conspicuous behaviour orientation scale

The primary goal of this research was to develop and validate the conspicuous behaviour orientation scale, a novel measure that captures an individual's propensity to adopt behaviours that signal social prestige. Exploratory and confirmatory factor analysis in Study 1 ( N = 423) identified two primary factors describing conspicuous behaviour orientation: Conspicuous altruism and conspicuous consumption. In a separate sample ( N = 203), Study 2...