Consumer Locus of Control Scale: Validity, and Measurement Invariance Evidence in Low and High Socioeconomic Status Groups

Consumer locus of control is a key factor in purchase decisions, where consumers perceive outcomes as either dependent on or external to their own actions. These beliefs vary among individuals from different socioeconomic backgrounds, except when it comes to consumption. However, the assumption of measurement invariance across all socioeconomic groups has not been proven. To address this, a study was conducted to develop, validate, and test the invariance of the Consumer Locus of Control Scale. The first study (n = 300) involved exploratory factor analysis and reliability testing. The second study (n = 309) examined confirmatory factor analysis, convergent and discriminant validity, and measurement invariance. Results showed high explained variance and internal consistency. The five-factor structure demonstrated a good fit, supporting the scale's structural validity. Furthermore, the scale was invariant between high and low socioeconomic groups. This study provides valuable evidence for the reliability and validity of the Consumer Locus of Control Scale.