Consumer sophistication: Construct, measurement, and nomological validity

Abstract

Dynamic shifts in market behavior have led to sophisticated markets. Prior research highlights the role of sophistication in establishing fairer value chains and promoting responsible consumption. This study clarifies the consumer sophistication construct by defining it, proposing measurements, and testing its nomological validity. A four-dimensional scale (sharing knowledge, experience, quality differentiation, learning and responsibility) was developed through exploratory and confirmatory factor analysis with 155, 126, and 147 respondents. The scale is a valuable tool for researchers and managers targeting sophisticated markets. Findings show that consumer sophistication impacts self-expression word-of-mouth, perceived functional value, customer satisfaction, and, indirectly, attitudinal brand loyalty.