Article2017

The impact of self-construal and self-concept clarity on socially motivated consumption: The moderating role of materialism

19 citations0/0 files storedJournal of Global Scholars of Marketing Science

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Consumer Behavior in Brand Consumption and Identification Cultural Differences and Values Consumer Perception and Purchasing Behavior

Abstract

The present study focuses on the diamond wedding ring context in order to measure the effect of two important variables for consumption. The first one is the effect of the independent/interdependent self-construal factors in addition to self-concept clarity. The second one is the intersection effect of these self-related concepts with materialism on socially motivated consumption. These hypotheses are tested using multiple regression analysis. Analyses are made based on a data sample of 230. It has been found that all of the expected relations, except the direct relation between self-concept clarity and attitude towards diamond wedding ring, besides the moderating role of materialism between the interdependent self-construal and self-concept clarity and attitude towards diamond wedding ring, are significant. However, it is seen that the sign of the relation between interdependent self-construal and attitude towards wedding ring was negative. The present paper argues that these contradictory results may be due to cultural factors.

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References

1999Evaluating the use of exploratory factor analysis in psychological research.2013A First Course in Factor Analysis 1992A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation 1997Models of the self: Self-construals and gender.1996Self-concept clarity: Measurement, personality correlates, and cultural boundaries.2005Self‐Construal, Reference Groups, and Brand Meaning 1974When is a correlation matrix appropriate for factor analysis? Some decision rules.1990Self-esteem and clarity of the self-concept.

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