CONSUMER FINANCIAL SACRIFICE (CFS) SCALE: a consumer behavior perspective

Resumo

In the consumer behavior and marketing fields, although the term sacrifice has usually been associated with the value perceived by the consumer, studies about the 'financial sacrifice' for the purchase of a product are still incipient. Through a literature review it was possible to identify gaps both for measurement and for an adequate definition of this construct in the consumer behavior perspective. From this, it was proposed in this article a scale to measure the financial sacrifice for purchase and it presented the concept that financial sacrifice is the act or the willingness to give up something valued, aiming at the acquisition of something else of greater value. After reviewing the literature and following systematic steps, the Consumer Financial Sacrifice - CFS scale was developed. The results indicated that the proposed scale has good levels of reliability and validity, being single dimensional, formed by three items. This study contributed to highlight that the financial sacrifice can generate both negative and positive aspects for the consumer.