Measuring the motivation to avoid duping: scale development and validation

What is it about?

Marketplace deception has been identified by the Consumer Financial Protection Bureau (US) as one of the most critical problems facing consumers today, yet little research has examine how consumers cope with the possibility of being duped in a transaction. We develop an individual difference scale that assesses consumers' motivation to avoid being duped. This scale may be used by academic researchers in a number of disciplines (e.g., marketing, psychology, management) to assess an individual's desire to avoid being taken advantage of in a transaction.

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