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An Alternative Analysis of Scale Data: A Marketing Application

The idea of materialism is one of the most important in modern consumer behaviour literature. In this article we have attempted at studying this component using the celebrated Richins and Dawson (1992) scale, where the required data has been collected using the standard instrument. This data is analyzed with the help of the mechanisms of item response theory (IRT). Specifically the graded response model has been used to analyze and get an insight into the problem of subjective well-being. Item response theory is an increasingly popular approach for development, evaluation and administration of psychological measures. We have used in this article one of the three IRT fundamentals, namely, the item response functions. We next illustrate how IRT modelling can be put to use to analyze the data collected in the study of the judgement component of subjective well-being. To that end, we have used the grm() function available in R. The results obtained are thereafter interpreted.