From Frugality to Modest Living
Two studies are presented that investigate alternative measures of frugality. Study 1 found that a newly developed measure called “tightwadism,” in conjunction with impulsiveness, bargaining proneness, materialism (negative relationship), and emotional instability accounted for substantial variance (R2 = 47.9) in a two-item measure of the tendency to lead a modest lifestyle. Study 2 investigated the measure of tightwadism in relationship with a measure of frugality developed by Lastovicka et al. (1999). The results revealed that the measure of frugality possessed poor internal reliability. Four of its eight items, which were labeled “care in spending,” did possess good internal reliability. Care in spending and tightwadism had a moderate correlation (r =.45). The measures of tightwadism and care in spending were found, however, to tap different constructs. The only construct predictive of care in spending was the need for arousal (negative relationship). Tightwadism was inversely related to a measure of materialism and positively related to the need for arousal, the need for body resources, and present orientation. The results are discussed in terms of the need for further scale development work on measures of frugality. In addition, additional research should be conducted on the relative effects of disposition and situation on measures of consumer frugality.
KeywordsConfirmatory Factor Analysis Emotional Instability Good Internal Reliability Nomological Validity Resource Reuse
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