University of Nevada, Las Vegas
Digital Scholarship@UNLV
Graduate Research Symposium (GCUA) Graduate Research Symposium 2014
Apr 21st, 1:00 AM - 2:30 AM
he Role of Self Concept in Consumer Behavior
Marisa TothUniversity of Nevada, Las Vegas, marisa.toth@unlv.edu
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Repository Citation
Works Cited
Dolich, I. (1969). Congruence relationships between self images and product brands. Journal of Marketing Research, 6, 80-84.
Graff, T. (1996). Image congruence effects on product evaluations: The role of
self-monitoring and public/private consumption. Psychology and Marketing, 13(5), 481-499.
Hogg, M. K., Cox, A. J., & Keeling, K. (2000). The impact of self-monitoring on image
congruence and product/brand evaluation. European Journal of Marketing, 34(5), 641. Jamal, A. & Goode, M. (2001). Consumers and brands: A study of the impact of self -image congruence on brand preference and
satisfaction. Marketing Intelligence & Planning, 19(4), 482-492.
Sirgy, M. J. (1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer
Research, 9(3), 287-300.
______. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13, 195-206. Snyder, M. (1987). Public appearances, private realities:
The psychology of self-monitoring. New York: W.H. Freeman.
Method
A total of three online surveys were conducted. Each survey was administered online to undergraduate students at UNLV.
Pretest 1
The objective of the first survey, Pretest 1, was to identify products that were familiar to the demographic sampled and that varied on the public/private, luxury/necessity dimensions. Eight products, two for each condition, were included for use in the main. Ninety-two responses were recorded and used in analysis.
Public Luxury:
Ray Ban Sunglasses Range Rover SUV
Public Necessity:
Jansport Backpack Honda Civic
Private Luxury:
Baldwin Piano
Brunswick Pool Table
Private Necessity:
Dove Soap
Crest Toothpaste
Pretest 2
The objective of the second survey, Pretest 2, was to obtain dimensions on which product image and self-image would be described in the main study. One hundred and one responses were recorded and used in analysis. Fifteen dimensions were determined relevant to all eight of the brands and were included in the main study.
Terms/Definitions
Consumer Behavior
• The totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods
Self-Concept
• Actual Self: How an individual in fact sees him/herself
• Ideal Self: How an individual would like to see him/herself
• Social Self: How an individual feels others see him/herself
• Ideal Social Self: How an individual would like others to see him/herself
Product Conspicuousness
• Publicly consumed luxury (PUL): a product
consumed in public view and not commonly owned or used
• Privately consumed luxury (PRL): a product consumed out of public view and not commonly owned or used
• Publicly consumed necessity (PUN): a product
consumed in public view that virtually everyone owns
• Privately consumed necessity (PRN): a product consumed out of public view that virtually everyone owns
Acknowledgments
I am not usually one for acknowledgements, but this study would not have been possible without the help and guidance from a selective few – so for that, I
change my ways. First, the support of my committee (Dr. Gregory Borchard, Dr. Julian Kilker, Dr. Robert Futrell and Dr. Paul Traudt) is worth an
acknowledgements section all on its own. I must give a special mention to Dr. Traudt, my chair, whose support and dedication to this project is nothing short
of phenomenal, and I will forever be in his debt. Finally, an extra special ‘thank you’ to the hundreds of students who showed up to take my survey, because
without them, there would be no study.
Further information
For more information about this study, or to read the
thesis in its entirety, please contact the author, Marisa
Toth at
tothm2@unlv.nevada.edu
.
Pleasant/Unpleasant
Once pretests were complete, the brands and image dimensions were plugged into the main survey. The main survey consisted of three sections: 1) product
evaluation; 2) image measures (both product and self); and a self-monitoring scale. Two-hundred and fifty-four responses were recorded and used in analysis.
Product Evaluation
Image Measures
Self Monitoring
Self-monitoring was assessed using Snyder’s self-monitoring. This scale
consists of 25 true-false statements which describe: concern with social
appropriateness of one’s self-presentation; attention to social comparison
information as cues to situational appropriate expressive self-presentation; ability to
control and modify one’s self-presentation and expressive behavior; and the use of this ability in particular situations
Anticipated Findings (Hypotheses)
Analyses are currently being conducted, but here is
what we hope to find…
H1: Consumption of publicly consumed goods
(both luxury and necessity) will be significantly determined by ideal social self-image; but only for those who are high monitors. Low
self-monitors will rely on ideal self-image and actual self-image.
H2: Consumption of privately consumed luxuries
will be determined by ideal self-image. Ideal social self-image will influence consumption of privately consumed luxuries if the individual displays high self-monitoring.
H3: Consumption of privately consumed
necessities will be significantly determined by actual image for low monitors. High
self-monitors will rely on ideal self-image.
High Self Monitors
Low Self Monitors Private Luxury Ideal Self/Ideal
Social Self
Ideal Self
Private Necessity Ideal Self Actual Self
Public Luxury Ideal Social Self Ideal Self/Actual Self
Public Necessity Ideal Social Self Ideal Self/Actual Self
