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This article describes the development and validation of a new consumer self-concept scale created for use in Confucian societies whose economies formerly were centrally planned but are now moving toward a free-market system. Traditional self and modern self are proposed to be the two subconstructs of the perceptions of self. The empirical work involved with the scale development and validation using data from Vietnam and China are presented. Managerial implications and future research directions are also discussed in this article. [ABSTRACT FROM AUTHOR]