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Description:
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The literature on status , product symbolism , product involvement , and reference
group influence is reviewed to conceptually define the Product Symbolic Status
construct . The research consisted of two studies (N = 524 ) that examined 17 different
product types to develop and validate the Product Symbolic Status (PSS ) scale . The PSS
scale is comprised of four facets : self -concept , impression management , lifestyle , and
social visibility . The PSS scale consists of nine items which produced an average
reliability of à ± = .90 and showed evidence of convergent and discriminant validity in
MTMM analyses with the constructs of product value -expressiveness , product
involvement , and product exclusivity /luxury . The PSS scale can also be used for brand
symbolic status research . The marketing and advertising research implications are
discussed . |