A Measure of Long-Term Orientation: Development and Validation

Keywords

measurement, culture, long-term orientation

Abstract

Long-term orientation (LTO) is a salient aspect of national culture values and as such influences consumers’ decisionmaking processes. This article describes the development and validation of measures to assess LTO. Scale development procedures resulted in a two-factor, eight-item scale that reflects the tradition and planning aspects of LTO. A program of studies involving more than 2,000 respondents in four countries demonstrated the psychometric properties of the measures, their discriminant and convergent validities, and the relationship of the measures to other important theoretical concepts (e.g., consumer frugality, compulsive buying, and ethical values). The measures are applicable for investigating individual differences in LTO both within and across cultures.

Original Publication Citation

Bearden, William O., R. Bruce Money, and Jennifer L. Nevins (2006), “A Measure of Long-Term Orientation: Development and Validation,” Journal of the Academy of Marketing Science, 34 (3), 456-467.

Document Type

Peer-Reviewed Article

Publication Date

2006

Publisher

Journal of the Academy of Marketing Science

Language

English

College

Marriott School of Business

Department

Marketing

University Standing at Time of Publication

Full Professor

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