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Self-Monitoring as a Moderating Variable in Consumer Behavior

Richard C. Becherer · Lawrence M. Richard

81 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Most consumer research uses either a dispositional or a situational conceptual orientation for all types of behavior. This article explores the value of using a moderating variable to identify which individuals are primarily influenced by either dispositional or situational variables.

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References

1972Self-Perception Theory 1970Marketing Research 1974Self-monitoring of expressive behavior.1971Personality and Consumer Behavior: A Review 1974An Exploratory Assessment of Situational Effects in Buyer Behavior 1975Persons, situations, and the control of social behavior.1968Personality Variables and the Consumer Decision Process

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1986Personality and sexual relations.1983Choosing friends as activity partners: The role of self-monitoring.2009The proximity effect: The role of inter-item distance on reverse-item bias 2004The consequences of unmet needs: the evolving role of motivation in consumer research 1983The influence of individuals on situations: Implications for understanding the links between personality and social behavior 2000A psychometric evaluation of a revised version of the Lennox and Wolfe revised self-monitoring scale 2010Worth waiting for: increasing satisfaction by making consumers wait

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