Measuring childhood materialism: Refining and validating schor's consumer involvement scale

This paper examines the measurement of childhood materialism using Schor's (2004) Consumer wInvolvement Scale. Schor treated consumer involvement empirically as a unidimensional construct, though she suggested that conceptually it may be multidimensional. Using confirmatory factor analysis procedures on data collected from children in the U.S. and U.K., the psychometric superiority of a threefactor structure is established, comprising dissatisfaction, consumer orientation, and brand awareness components. Additional analyses demonstrate distinct associations between each of these components and other constructs, including self-esteem, outside school activities, and child-parent relations. The scale's generalizability across boys and girls is also confirmed. The results suggest that Schor's Consumer Involvement Scale will be useful for researchers interested in studying the important topic of materialism in children.