| Abstract: | Some past studies concerning attitudes toward consumer public policy issues have attempted to distinguish characteristics of consumerism supporters from those of nonsupporters. Results to date have been largely inconsistent. This study incorporates a solution preference dimension into the supporter/nonsupporter analysis in order to help resolve past identification anomalies and to suggest a theoretical explanation for diverse orientations. More specifically, a two-dimensional theory of consumerism orientations is developed and tested as a special case of Rokeach's broader Two-Value Theory of Political Orientations. The survey data presented tend to general support the hypothesized theoretical structure. |
