Developing a multi-item measurement scale for developing country teenagers’ consumtion related values through involvement in reality television

The aim of this paper is to develop and confirm a multi-item measurement scale for consumption related values development through teenagers’ involvement in Reality Television (RTV). Understanding consumption related values through RTV involvement of teenagers in their consumption behavior is important for further theory building in the consumer behavior field. Various researchers have proposed desire towards products, prohibited product consumption, materialism and anti-social behaviour as the domain items for teenagers’ consumption related values. Using a multi-step process, this research refined and adapted an eight item measurement scale for developing country teenagers’ consumption related values. These were then tested and confirmed using exploratory and confirmatory factor analyses techniques.