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Self-Concepts, Person Concepts, and Product Concepts (Malhotra) – statswork

Self-Concepts, Person Concepts, and Product Concepts (Malhotra 1981)

The Self-Concepts, Person Concepts, and Product Concepts developed by Malhotra (1981) is a multidimensional measure includes 15 semantic differential items anchoring seven-place response formats. There are three self-concepts include social, actual, and ideal.
 

Self-Concepts, Person Concepts, and Product Concepts (Malhotra 1981)

The Self-Concepts, Person Concepts, and Product Concepts developed by Malhotra (1981) is a multidimensional measure includes 15 semantic differential items anchoring seven-place response formats. There are three self-concepts include social, actual, and ideal. The main objective of these scales is to describe the construction of the scales rather than the development of a generalized scale for measuring self-concepts, person concepts, and product concepts.

The authors state:

"The measure is said to be applicable for coordinating the image of a product with the self-concept(s) of a target market and image of a spokesperson that might be used in testimonial for that product."

Authors

Malhotra, Naresh K.

Reliability and Validity

Coefficient alpha estimates for appropriate factor sub-scales ranged from .50 to .70

The author expressed their perception in following, with regards to self-concepts scale.

Researchers may utilise the scale of Self-Concepts, Person Concepts, and Product Concepts (Malhotra 1981) in any proper published source.

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