KONSEP DIRI TERHADAP PERILAKU KONSUMTIF
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 Toth
University of Nevada, Las Vegas, [email protected]
Repository Citation
Marisa Toth, "he Role of Self Concept in Consumer Behavior" (April 21, 2014). Graduate Research Symposium (GCUA). Paper 11.
htp://digitalscholarship.unlv.edu/grad_symposium/2014/april_21/11
his Event is brought to you for free and open access by the Graduate Research (GCUA) at Digital Scholarship@UNLV. It has been accepted for
inclusion in Graduate Research Symposium (GCUA) by an authorized administrator of Digital Scholarship@UNLV. For more information, please
contact [email protected].
Method
Introduction
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 selfconcept.
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 selfmonitoring an individual displays?
Method
A total of three online surveys were conducted. Each survey was administered
online to undergraduate students at UNLV.
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.
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.
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
Product Evaluation
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 self-monitors. Low selfmonitors 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.
Public Luxury:
Ray Ban Sunglasses
Range Rover SUV
H3: Consumption of privately consumed
necessities will be significantly determined by actual
self-image for low self-monitors. High selfmonitors will rely on ideal self-image.
Public Necessity:
Jansport Backpack
Honda Civic
Private Luxury:
Baldwin Piano
Brunswick Pool Table
Terms/Definitions
Main Study
Anticipated Findings (Hypotheses)
Image Measures
Private Necessity:
Dove Soap
Crest Toothpaste
Pretest 2
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
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.
Works Cited
Pleasant/Unpleasant
Popular/Unpopular
Ruffled/Clean-cut
Unenthusiastic/Enthusiastic
Not Self-confident/Self-confident
Reliable/Unreliable
Cruel/Kind
Economical/Extravagant
Safe/Dangerous
Reality/Fantasy
Relaxed/Tense
Delicate/Rugged
Rural/Urban
Simple/Complicated
Stable/Changeable
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
Acknowledgments
Further information
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.
For more information about this study, or to read the
thesis in its entirety, please contact the author, Marisa
Toth at [email protected].
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 selfmonitoring 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.
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 Toth
University of Nevada, Las Vegas, [email protected]
Repository Citation
Marisa Toth, "he Role of Self Concept in Consumer Behavior" (April 21, 2014). Graduate Research Symposium (GCUA). Paper 11.
htp://digitalscholarship.unlv.edu/grad_symposium/2014/april_21/11
his Event is brought to you for free and open access by the Graduate Research (GCUA) at Digital Scholarship@UNLV. It has been accepted for
inclusion in Graduate Research Symposium (GCUA) by an authorized administrator of Digital Scholarship@UNLV. For more information, please
contact [email protected].
Method
Introduction
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 selfconcept.
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 selfmonitoring an individual displays?
Method
A total of three online surveys were conducted. Each survey was administered
online to undergraduate students at UNLV.
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.
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.
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
Product Evaluation
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 self-monitors. Low selfmonitors 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.
Public Luxury:
Ray Ban Sunglasses
Range Rover SUV
H3: Consumption of privately consumed
necessities will be significantly determined by actual
self-image for low self-monitors. High selfmonitors will rely on ideal self-image.
Public Necessity:
Jansport Backpack
Honda Civic
Private Luxury:
Baldwin Piano
Brunswick Pool Table
Terms/Definitions
Main Study
Anticipated Findings (Hypotheses)
Image Measures
Private Necessity:
Dove Soap
Crest Toothpaste
Pretest 2
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
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.
Works Cited
Pleasant/Unpleasant
Popular/Unpopular
Ruffled/Clean-cut
Unenthusiastic/Enthusiastic
Not Self-confident/Self-confident
Reliable/Unreliable
Cruel/Kind
Economical/Extravagant
Safe/Dangerous
Reality/Fantasy
Relaxed/Tense
Delicate/Rugged
Rural/Urban
Simple/Complicated
Stable/Changeable
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
Acknowledgments
Further information
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.
For more information about this study, or to read the
thesis in its entirety, please contact the author, Marisa
Toth at [email protected].
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 selfmonitoring 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.