Abstract

COSTA, Thiago Chiorino; CUNHA, Julio Araujo Carneiro da  and  VILS, Leonardo. Goal framing theory: adaptation and validation of the consumer motivation scale. Aval. psicol. [online]. 2024, vol.23, n.2, pp.159-172.  Epub Dec 02, 2024. ISSN 1677-0471.  https://doi.org/10.15689/ap.2024.2302.04.

The aim of this study was to develop a scale, in Portuguese, to measure the three consumer goals, as addressed by Goal Framing Theory, for use in studies conducted in Brazil. For this, the Consumer Motivation Scale, developed by Barbopoulos and Johansson, was adapted, with theoretical validation of the scale items translated into Portuguese, and subjected to exploratory factor analysis. Additionally, confirmatory factor analysis was carried out, resulting in the final scale. One of the most significant outcomes of this study was the reduction of the scale from 7 to 5 factors, making it more suitable for application. The Consumer Motivation Scale proved to be highly consistent with the theory and can therefore be applied in empirical quantitative studies in the Portuguese language, particularly when addressing issues related to consumer motivations and goals.

Keywords : scale; validation; framing effect; goals; motivation.

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