Trait Aspects of Vanity: Measurement and Relevance to Consumer Behavior

Abstract

In this article, trait aspects of vanity are defined and scales measuring these aspects are developed. Extensive validation procedures are employed, including assessing the relationships between the vanity scales and numerous consumer-related attitudes and behaviors. Five studies, encompassing seven samples, are reported. Studies related the vanity measures to various constructs and behaviors for samples that included individuals selected for Who's Who in America , players from a nationally ranked NCAA Division I football team, professional fashion models, and samples from the general population.