Measuring Status Orientations: Scale Development and Validation in the Context of an Asian Transitional Economy

Abstract

Vietnam's transition from a centrally planned economy to a free market has generated considerable interest in exploring how traditional values are being challenged by modern ones in the perceptions and attainment of status among consumers. We focused on understanding and developing measures of status orientations and showed that traditional status orientation and modern status orientation are two distinct subconstructs of status orientation. The empirical work involved with scale development and validation and the resultant research and managerial implications are discussed.

Materialism and conspicuous consumption in China: a cross‐cultural examination

“…These factors are Success , Centrality and Happiness . It should be noted that the items found in the Success scale have previously been used with high reliability in East Asian studies (Tambyah et al ., 2009). An additional four items to measure the factor of Envy were included from the Belk (1984) materialism scale.…”

Social media advertising value

“…Due to previous reliance on a centrally planned economy, these economies typically share particular economic features, such as displaying a unique blend of economic liberalisation with political conservatism, a situation some commentators describe as gradualism or constrained capitalism (Tambyah et al 2009). Regarding social-psychological perspectives and cultural values, consumers in these economies possess similar social characteristics such as lifestyles, attitudes, interests, psychographics, demographics and a trend towards greater consumerism, materialism and symbolic consumption (also see Yeung 2007, p. 130).…”

The Impact of Status Orientations on Purchase Preference for Foreign Products in Vietnam, and Implications for Policy and Society

“…Tambyah, Nguyen, and Jung (2009) developed and tested a consumer status orientation scale in Vietnam. They defined status orientation as a motivational construct; one that focuses on the consumer belief that obtaining status symbols could help a consumer achieve his or her desired social standing.…”

“…Vietnamese consumers are particularly interesting because their society has rapidly evolved since the DoiMoi economic reforms were initiated a little more than two decades ago. Dramatic changes are evident throughout Vietnam, including changes in consumers’ values, attitudes, and behaviors (Tambyah, Nguyen, and Jung 2009). Vietnamese consumers are trying to reconcile modern influences with traditional values and they struggle with conflicts inherent in two distinct perceptions of self: traditional self and modern self (Nguyen, Smith, and Johnson 2009).…”

“…Vietnamese consumers are trying to reconcile modern influences with traditional values and they struggle with conflicts inherent in two distinct perceptions of self: traditional self and modern self (Nguyen, Smith, and Johnson 2009). Perceptions of status symbols, an important indicator of one’s values, are changing too (Tambyah, Nguyen, and Jung 2009). Thus, status orientations, both modern and traditional, are also in flux, and as they are likely drivers of purchase intentions for imported products, this report shall explore them.…”