Award Date

5-2014

Degree Type

Thesis

Degree Name

Master of Arts in Journalism and Media Studies

Department

Journalism and Media Studies

First Committee Member

Paul Traudt

Second Committee Member

Gregory Borchard

Third Committee Member

Jilian Kilker

Graduate Faculty Representative

Robert Futrell

Number of Pages

90

Abstract

Understanding the influences underlying consumption has become an increasingly important goal for marketers. This study examined the role of self-concept in consumer behavior, specifically product evaluation. The influences of various dimensions of the self-concept are examined in regard to four product dimensions: public luxury, public necessity, private luxury, and private necessity. Differences due to variations in individual levels of self-monitoring are also measured. Overall, results showed that the more conspicuous a product is (higher on luxury/public dimensions) the greater the relationship between evaluation and ideal self-images (ideal self and ideal social self) for both high and low self-monitors.

Keywords

Consumer behavior; Consumption (Economics) – Psychological aspects; Identity (Psychology); Luxuries; Self-perception

Disciplines

Applied Behavior Analysis | Business | Communication | Journalism Studies | Marketing | Psychology

File Format

pdf

Degree Grantor

University of Nevada, Las Vegas

Language

English

Rights

IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/

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