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

The aim of this paper is to develop and confirm a multi-item measurement scale for consumption related cognition development through teenagers' involvement in Reality Television (RTV). Various researchers have proposed product knowledge, consumer role perception, purchasing intentions as the domain items for teenagers' consumption related cognition. Using a multi-step process, this research refined and adapted a multi-item measurement scale for developing country teenagers' consumption related cognition through RTV involvement. These were then tested and confirmed using exploratory and confirmatory factor analyses techniques. A six-item measurement scale for the developing country teenagers' consumption related cognition by RTV has been confirmed. These items include: understand product usage instruction from RTV, RTV helps to recall about products, RTV make aware about particular brands, RTV provides a lot of product information, RTV is a good way to learn about products/brands and advertisements shown in RTV gives new product ideas. Understanding consumption related cognition through RTV involvement of teenagers in their consumption behavior is critical for further theory building in the consumer behavior field. These measurement items can now form the basis for various further researches, particularly on developing country teenagers' RTV involvement and its effect on their consumption behaviour.