COMMODITY SHINES IDENTITY: AN ANALYSIS OF CONSPICUOUS CONSUMPTION IN RELATION TO SELF-IMAGE CONGRUENCE AND MATERIALISM

The purpose of this study is to test a model with direct and indirect effects of self-image congruence and materialism on conspicuous consumption. There are several studies investigating different aspects of these concepts, yet interrelations are not adequately explored. Research data is gathered us...

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Bibliographic Details
Main Author: Topcu, Ulvi Cenap
Format: Conference Proceeding
Language:English
Subjects:
Consumer behavior
Consumers
Consumption
Happiness
Hypotheses
Materialism
Questionnaires
Researchers
Self esteem
Self image
Studies
Success
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Summary:The purpose of this study is to test a model with direct and indirect effects of self-image congruence and materialism on conspicuous consumption. There are several studies investigating different aspects of these concepts, yet interrelations are not adequately explored. Research data is gathered using an online 5-point Likert questionnaire. E-mail invitations for participating the survey were sent to university personnel and public servants, and 561 attendants from different towns in Turkey replied the call. Structural equation modelling is used to test the hypothesis and reveal the relationships between mentioned constructs. The results exhibit that self-image congruence and materialistic values are positively related to conspicuous consumption, and materialism mediates the relationship between self-image congruence and conspicuous consumption. Findings shed light on conspicuous consumption from a socio-psychological viewpoint by involving self-concept and materialistic value system. This study has an extensive perspective to indicate clear practical results on product choice, yet it is inspirational for further studies with elaborative product categories.
ISSN:1849-6903
1849-6903