Measuring the motivation to avoid duping : scale development and validation

Purpose: This paper aims to develop and validate a psychometrically sound scale measuring buyers’ motivation to avoid being duped (MAD) in a marketplace transaction. Design/methodology/approach: Standard scale construction methodology was followed in developing the MAD Scale. Eight studies were conducted. Findings: Three underlying MAD factors were discovered: suspicion of sellers, anticipated aversive emotions and deception detection. For purposes of analyses, data were collapsed across factors. High MAD individuals exhibited more vigilance in decision-making, were less trusting of strangers and displayed a greater desire to appear perfect to others. Those high in MAD were also more apt to have a prevention regulatory focus. Test-retest reliability was satisfactory, and no social desirability bias was observed. Finally, in an economic game with real financial consequences, those higher (vs lower) in MAD invested less after being duped, thus supporting criterion validity. Originality/value: Marketplace deception has been identified as an existential threat facing consumers. Yet, few studies have examined how consumers cope with this threat. There currently exists no scales to measure consumer motivation to avoid being duped. The current research defines MAD and differentiates it from related constructs. The MAD scale will be useful in a variety of research contexts related to marketplace deception.