Urbanized young Indians: are they goal oriented? : A scale‐validation study of the regulatory focus questionnaire in the Indian context

Purpose – The purpose of this paper is to validate the Higgins regulatory focus/goal orientation questionnaire (RFQ) in the Indian context on a sample of urbanized young Indians: one of the most important consumer segments in India. Design/methodology/approach – Items were validated using exploratory and confirmatory factor analyses, through both parametric and non parametric approaches to estimation. Findings – Scale validity and reliability was established in the Indian context. Research limitations/implications – A sample of 152 final year students enrolled in professional courses, conforming to the characteristics of urbanized young Indians, was used. Consumers' goal orientation may now be successfully measured in the Indian context. Practical implications – Marketers may use the questionnaire to measure consumers' goal orientation and design products and advertisements catering specifically to promotion and prevention oriented customers. According to Cesario, Grant, and Hissing and Avnet and Higgins, this is important as message persuasiveness and product evaluation is dependent on consumer's goal orientation. Originality/value – Given the aspirational and goal directed nature of the dominant consumer segment of young Indians in India, it is essential that regulatory focus is measured well. This study establishes the validity of the scale for young Indians whose chronic regulatory focus can now be measured effectively.