John L. Lastovicka

Lifestyle of the Tight and Frugal: Theory and Measurement

Who has not known a tightwad? Yet this pervasive consumer trait--being frugal--has been ignored in the scholarly consumer behavior literature. This research articulates the nature of this overlooked consumer trait and then develops, evaluates, and empirically applies a multi-item scale of frugality. The results from a six-study program of empirical research are reported. These studies describe (1) the psychometric properties of a frugality measure, (2) demonstrations of how frugality assists the empirical study of consumer usage and acquisition behaviors, and (3) frugality scale norms from a probability sample of the general adult population. Copyright 1999 by the University of Chicago.

Three Paths to Disposition: The Movement of Meaningful Possessions to Strangers

Our interpretive research treats meaningful possessions as vessels of public and private meanings. From this perspective, we unpack consumer disposition of meaningful possessions to strangers at garage sales and online auctions. We reveal how a range of valences of self-extension and self-references other than the ideal self shape a meaningful possessions journey from self to other. We identify a new iconic transfer divestment ritual, deepen and reinterpret other divestment rituals, and uncover how a shared sense of self allows possessions to migrate across seller-buyer boundaries. We present and discuss the implications of a model depicting three paths to disposition. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Improving the Detection of Personality-Behavior Relationships in Consumer Research

Past suggestions for improving detection of personality-consumer behavior relationships concerned the personality side of the relationship. In contrast, after Epstein (1979, 1980), this research calls for an examination of the reliability of the dependent variable, the behavior measure. Using data from two large-scale lifestyle studies, this research empirically demonstrates how increasing test-retest reliabilities of repeated behavior measures results in enhanced detection of personality-behavior relations. Theoretical and practical implications are discussed.

Truly, Madly, Deeply: Consumers in the Throes of Material Possession Love

Our treatment of material possession love expands an understanding of the role that discrete emotional attachment forms play in identifying commercial value for marketers and in enhancing consumer well-being. Employing a mixed-methods research design--relying on both qualitative and quantitative data--we develop and empirically test a three-factor, but seven-faceted, conceptualization of material possession love in four separate consumption contexts (automobiles, computers, bicycles, and firearms). We find love-smitten consumers nurturing their beloved possessions, in part, by buying complementary products and services. We also find that material possession love is empirically tied to loneliness and social affiliation deficits, which suggests a compensatory basis of consumer well-being. We distinguish possession love from the construct of attitude and empirically demonstrate the distinct functionality of each. Our concluding discussion considers our mixed-methods findings and their implications for consumer research.

Optimal Stimulation Level—Exploratory Behavior Models

Empirical and theoretical ambiguities in Rajus general framework for explaining consumer exploratory behavior are examined with two alternative Optimal Stimulation Level (OSL) models. Results from two replicated studies using causal modeling suggest that OSL does not act as a mediating construct.

Making Magic: Fetishes in Contemporary Consumption

Fetishes—magical objects of extraordinary empowerment and influence—are often sought by consumers for their value as usable objects. Our interpretive research extends the current static perspective of fetishes by proposing a dynamic cyclical model of fetishization appropriate to an age of mass production. Consumers use contagious and imitative magic to imbue replica instruments with power. Semiotically signified magical thinking causes replicas to radiate aura and thus transforms them into fetishes. We suggest that although all replicas with aura become fetishes, the cyclical fetishization process is only perpetuated when empowerment is public, sustained, and authentic.

Evaluating an Anti-Drinking and Driving Advertising Campaign With a Sample Survey and Time Series Intervention Analysis

The impact of a paid advertising campaign targeted at reducing youthful male drinking-driving behavior is examined using (1) pretest and posttest sample surveys taken at both a campaign site and a control site and (2) time series intervention modeling of monthly traffic accident data from both sites. These compatible analyses provide collaborative evidence that the advertising campaign reduced youthful male drinking and driving behavior and, consequently, traffic accidents.

A Lifestyle Typology to Model Young Male Drinking and Driving

A segmentation typology of young males is developed. This typology is based on the lifestyle traits that prior research suggests are linked to drinking-driving behaviors. Implications of this lifestyle analysis for those managing campaigns against drinking and driving are discussed.

Convergent and Discriminant Validity of Television Commercial Rating Scales

Abstract There is no published evidence of examination of convergent and discriminant validity for any set of measures of viewer reaction to television commercials. The present study begins to fill this gap by comparing three Likert-type scales of three copy testing concepts (Relevance, Confusion and Entertainment) with measures obtained from the content analysis of viewer verbatim comments obtained from open questioning. A multiconcept-multimethod covariance matrix of viewer responses is modeled in light of the standards of convergent and discriminant validity with confirmatory factor analysis. The analysis provides evidence for the measurement validity for two of the three scales.

Do consumers have brand attitudes

Abstract Theory and empirical evidence suggest that although the consumer is likely to hold attitudes towards stands on familiar social issues, attitudes are less likely to be held towards familiar branded products. In light of the pivotal role that attitudes have played in explaining consumer brand choice behavior, some theoretical implications of the nonattitude findings are discussed.