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
Abstract
Included in
Advertising and Promotion Management Commons, Marketing Commons, Psychology Commons, Public Affairs, Public Policy and Public Administration Commons
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?