Master of Arts (MA)
Journalism and Media Studies
First Committee Member
Second Committee Member
Third Committee Member
Fourth Committee Member
Number of Pages
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.
Consumer behavior; Consumption (Economics); Luxuries; Luxuries/necessities; Public/private consumption; Self-concept; Self-image congruency; Self-monitoring; Self-perception
Marketing | Social Psychology and Interaction | Sociology | Work, Economy and Organizations
Toth, Marisa, "The Role of Self-Concept in Consumer Behavior" (2014). UNLV Theses, Dissertations, Professional Papers, and Capstones. 2220.