Journal of Management Research
Volume 21, Number 2 (July - Dec 21)
ISSN: 0972-5814 Online ISSN: 0974-455X
Need for Conformity: Scale Development and Validation
Neha Singh
| Abstract |
Derived from the psychological concept of conformity, ‘need for conformity’ has started to find its relevance in the marketing literature. However, despite its increased use in consumer studies, no formal scale for the same has been developed as yet. In order to fill this gap, the current study has developed and validated a six-item unidimensional scale for the construct of need for conformity, using a series of three studies. Results showed good internal consistency and reported relationships with other constructs were as expected. The convergent and discriminant validity measures were also reported to be above the acceptable levels. Therefore, the current scale serves as a promising measure of the construct of need for conformity, which can be used in consumer research to better understand consumer behaviour. The study provided a short-form four-item version of the scale as well.
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