Location

Greenspun College of Urban Affairs

Description

Understanding the processes that underlie consumer behavior has become an increasingly important area of research, especially for businesses and marketers. One of the most commonly studied variables believed to impact consumer behavior is self-concept.

The purpose of the current study is to examine the influence of self-concept in consumer behavior and identify factors that influence the relationship. Specifically, what is the relationship between different aspects of the self-concept and the consumption of publicly and privately consumed luxuries and necessities? Furthermore, how will this relationship be affected by the level of self-monitoring an individual displays?

Keywords

Basic needs; Consumer behavior; Consumer behavior--Psychological aspects; Consumers; Consumption (Economics); Luxuries; Luxuries—Marketing; Luxury goods industry; Marketing; Self-perception

Disciplines

Advertising and Promotion Management | Marketing | Psychology | Public Affairs, Public Policy and Public Administration

Language

English

 
Apr 21st, 1:00 AM Apr 21st, 2:30 AM

The Role of Self Concept in Consumer Behavior

Greenspun College of Urban Affairs

Understanding the processes that underlie consumer behavior has become an increasingly important area of research, especially for businesses and marketers. One of the most commonly studied variables believed to impact consumer behavior is self-concept.

The purpose of the current study is to examine the influence of self-concept in consumer behavior and identify factors that influence the relationship. Specifically, what is the relationship between different aspects of the self-concept and the consumption of publicly and privately consumed luxuries and necessities? Furthermore, how will this relationship be affected by the level of self-monitoring an individual displays?