Research Article
KENDİNİ GÖSTERİM VE KİŞİLERARASI ETKİLEŞİMİN GÖSTERİŞÇİ TÜKETİM ÜZERİNDEKİ ETKİLERİNİ BELİRLEMEYE YÖNELİK BİR ARAŞTIRMA
Abstract
statü veya prestijini göstermek amacı ile yaptığı alışverişler, şeklinde
tanımlanmaktadır. Bu nedenle bu alışverişlerde lüks, pahalı ürünler tercih
edilmektedir. Gösterişçi tüketimi yönlendiren bir başka boyut ise çevrenin
ürüne verdiği tepkidir. Kişinin çevresi ürünü prestij ürün olarak değerlendiriyor
ise tüketicinin tatmin düzeyi artmaktadır. Bu nedenle gösterişçi tüketimde
kişilik özellikleri ve çevreden etkilenme düzeyi oldukça yönlendirici
olmaktadır. Bu çalışmada da gösterişçi tüketimde kişilik özelliklerinden
kendini gösterim ve çevreden etkilenme düzeyi olan kişilerarası etkileşimin
rolü incelenmek amaçlanmıştır. Ayrıca gösterişçi tüketimin sadece özellikli
ürün grubunda değil her ürün grubunun prestij imajına sahip markalarında geçerli
tüketim kalıbı olup olmadığı belirlenmeye çalışılmıştır. Üniversite öğrencileri
üzerinde yapılan anket çalışması sonucuna göre jean markası tercihinde
gösterişçi tüketim eğilimi bulunmaktadır ve bu eğilimde kişilerarası etkileşim
ile kendini gösterimin etkisi bulunmaktadır.
References
- Aaker, J.L.(1999) “The Malleabl Self: The Role of Self-Expression in Persuasion”, Journal of Marketing Research, February, 36(1), 45-57.
- Abe, S., R.P. Bagozzi and P. Saderangani (1996) “An Investigation of Construct Validity and Generalizability of the Self-Concept:Self-Consciousness in Japan and the United States”, Journal of International Consumer Marketing, 8(3-4), 97-123.
- Amaldoss, W., and S. Jain, (2005) “Conspicuous Consumption and Sophisticated Thinking”, Management Science, 51(10), 1449-1466.
- Bearden, O.W., R.G Netemeyer and J.E. Teel (1989) “Measurement of Consumer Susceptibility to Interpersonal Influence”, Journal of Consumer Research, 15(4), 473-481.
- Bearden, O.W., F.K, Shuptrine and J.E. Teel (1989) “Self-Monitoring and Reactions To Image Appeals and Claims About Product Quality”. Advances in Consumer Research, 16, 703-710.
- Chen, J., (2002) Chinese Identification, Acculturation and Conspicuous Consumption in a Multicultural Society: A Theoretical Framework and Emprical Evidence, Michigan: The University of Guelph, UMI.
- Chen, J., M. Aung, L. Zhou and V. Konektör (2005) “Chinese Ethnic Identification and Conspicuous Consumption: Are There Moderators or Mediators Effect of Acculturation Dimensions?”, Journal of International Consumer Marketing, 17(2/3), 117-136.
- Darley, K. W., and J.S. Lim (1992) “The Effect of Consumers Emotional Reations on Behavional Intention: The Moderating Role of Personel Relevence and Self-Monitoring”, PsychologyandMarketing, 9(4), 329-346.
- Deeter-Schmelz, R.D., and J.Z. Sojka (2007) “Personality Traits and Sales Performance: Exploring Differential Effects of Need for Cognition and Self-Monitoring”, Journal of Marketing Theory and Practice, (Spring), 145-157.
- Eastman, K.J., B. Fredenberger, D. Campbell and S. Calvert (1997) “The Relationship Between Status Consumtion and Materialism: A Cross-Cultural Comparison of Chinese”, Mexican, and American Students, Journal of Marketing Theory and Practice, 52-66. Eastman, K.J., R.E. Goldsmith and L.R. Flynn (1999) “Status Consumption in Consumer Behaviour: Scale Development and Validation”, Journal of Marketing Theory and Practice. Summer, 41-52.
- Escalas, J. E., and. J.R. Bettman (2005) “Self-construal, Reference Groups and Brand Meaning”, Journal of Consumer Research, 32(3), 378-389.
- Fine, L., and S.F. Gardial (1990) “The Effects of Self-Monitoring and Similarity on Salesperson Inferential Processes”, Journal of Personal SellingandSales Management, 10, 7-16.
- Ford, J.D. and E. Ellis (1980) “A Re-Examination of Group Influence on Member Brand Preference”, Journal of Marketing Research, 17, 125-132.
- Goldsmith, R.E., R.A. Clark and E.B. Goldsmith (2006) “Extending the Psychological Profile of market Mavenism”, Journal of Consumer Behaviour, 5, 411-419.
- Graeff, R.T. (1996)” Image Congruence Effects on Product Evalutions: The Role of Self-Monitoring and Public/Private Consumption”, Psychology and Marketing, 13(3), 235-266.
- Hamilton, R.W. (2003) “What Do People Suggest What They Don’t Want? Using Context Effects to Influence Other’s Choices”, Journal Consumer Research, 29(4), 492-506.
- Harnish, J.R. and K.R. Bridges (2006) “Social Influence: The Role of Self-Monitoring When Making Social Comparisons”, Psychology and Marketing, 23(11), 961-973.
- Heaney, J.G., R.E. Goldsmith and W.J.W. Jusoh (2005) “Status Consumption Among Malaysion Consumers: Exploring Its Relationships with Materialism and Attention-to-Social-Comparison-Information”, Journal of International Consumer Marketing, 17(4), 83-98.
- Hog, K.M., A.J. Cox and K. Keeling (2000) “The Impact of Self-Monitoring on Image Congruence and Product/Brand Evaluation”, Europen Journal of Marketing, 34(5/6), 641-666.
- Hong, W.J. and G.M. Zinkhan (1995) “Self-Concept and Advertising Effectiveness: The Influence of Congruency, Conspicuousness and Response Model”, PsychologyandMarketing, 12(1), 53-77.
- Kavak, B., N. İbrahimoğulları (2006) “Benlik Algısı ve Kendini Kurgulama Düzeyinin Marka Sadakati Üzerindeki Etkisi: Üniversite Öğrencileri Üzerinde Bir Araştırma”, Hacettepe Üniversitesi, İİBF Dergisi, 26(2), 109-126.
- Kilsheimer, J.C. (1993) Status Consumption: The Development and Implications of A Scale Measuring the Motivation to Consume For Status, Michigan: The Florida State University, UMI.
- Koç, E. (2007) Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım [Consumer Behaviour and Marketing Strategies: Global and Local Approach], Ankara: Seçkin.
- Kotler, P. (2002) Marketing Management, Millenium Edition. Pearson Prentice Hall. USA.
- Lammers, H.B. (2002) “Moderating ınfluence of Self Monitoring and Gender on Responses to Humorous Advertising”, The Journal of Social Psychology, 131(1), 57-79.
- Loroz, P.S. (2004) “Golden-age Gambling:Psychological Benefits and Self-Concepts Dynamics in Aging Consumers Consumption Experiences”, Psycholoy and Marketing, 21(5), 323-349.
- Marcoux, J.S., P. Filiatrault and E. Cheron (1997) “The Attitudes Underlying Preferences of Young Urban Educated Polish Consumers Towards Products Made in Western Countries”, Journal of International Consumer Marketing, 9(4), 5-29.
- Mason, R. (2001) “Conspicuous Consumption: A Literature Review”, European Journal of Marketing, 18(3), 26-39.
- Mowen, C.J. (1993) Consumer Behavior, (Third ed.), New York: Macmillan Publishing Compony.
- O’Cass, A., and H. McEwen (2005), “Exploring Consumer Status and Conspicuous Consumption”, Journal of Consumer Behaviour, 4(1), 25-39.
- Polat, Z.S. and A. Umay (2002) “Kendini Gösterim Özelliğinin Öğretmenlik Mesleği ile İlişkisi [Relationships Self monitoring properties and tearchership profession]”, Hacettepe Üniversitesi Eğitim Fakültesi Dergisi, 23, 198-204.
- Ratner, K.R. and B.E. Kahn (2002) “The Impact of Private Versus Public Consumption on Veriety-Seeking Behavior”, Journal of Consumer Research, 29, 246-257.
- Reed, II A. (2002) “Social Identitiy as a Usefull Perspective for Self-Concept-Based Consumer Research”, PsychologyandMarketing, 19(2), 235-266.
- Ricks, J., and L. Veneziaro (1998) “The effect of Gender and Selected Personality Traits on Objective and Subjective Measures of Sales Performance”. The Journal of Marketing Management Fall/Winter, 7-21.
- Ricks, J., J. Fraedrich and C. Xiong, (2000) “Self-Monitoring and Empathy as Determinants of Sales Performance for Industrial Sales Personel Utilizing Sales Data and Management Ratings”, The Marketing Management Journal, 10(2), 54-62.
- Roberts, A.J. (2000) “Consuming in a Consumer Culture: College Students, Materialism, Status Consumption, and Compulsive Buying”, Marketing Management Journal, (Fall/Winter), 76-91.
- Roberts, A.J., C.F. Gwin and C.R. Martinez (2004) “The Influence of Family Structure on Consumer Behaviour: A Re-Inquiry and Extension of Rindfleisch Et al.1997 in Mexico”. Journal of Marketing Theory and Practice, (Winter), 61-79.
- Rose, P., S.P. De Jesus (2007) “A Model of Motivated Cognition to Account fort he Link Between Self-Monitoring and Manterialism”, PsychologyandMarketing, 24(2), 93-115.
- Sandra, L.T.S. (2002) A study of Consumer’s Self and Purchasing Behaviour in Fashion Brand Image Marketing, Michigan: The Hong Kong Polytechnic University, UMI.
- Shavitt, S., T.M. Lowrey and S.P. Han (1992) “Attitude Functions in Advertising: The Interactive Role of Products and Self-Monitoring”, Journal of Consumer Psychology, 1(4), 337-364.
- Solomon, R.M. (2007) Consumer Behavior, Buying, Having, and Being, (Seventh ed.), New Jersey: Pearson-Prentice Hall.
- Spangerberg, R.E., D.F. Sprott (2006) “Self Monitoring and Susceptibility to the Influence of Self-Prohecy”, Journal of Consumer Research, 32(4), 550-556.
- Wee, T.T.T. and M.C.H. Ming (2003) “Leveraging on Symbolic Values and Meanings in Branding”, Brand Management, 10(3), 208-218.
- Wong, N.Y.C. (1997) “Suppose You Own the World and No One Knows? Conspicuous Consumption Materialism and Self”, Advances in Consumer Research, 24, 197-203.
Research into Determining the Effects of Self-Monitoring and Interpersonal Influences on Conspicuous Consumption
Abstract
Conspicuous
consumption is defined as the shoppings done by the person in order to show
his/her status or prestige. That’s why luxurious and expensive products are
prefered in these shoppings. Another factor directing the conspicuous
consumption is the reaction of the social environment to the product. If the
social environment of the person condisers the product as prestigious, the
satisfaction level of the consumer will be higher. Therefore, personality
traits and level of exposure to social environment are quite directive in
conspicuous consumption. This study aimed to examine the role of interpersonal
influence, which is a level of exposure to social environment, and
self-monitoring, one of personality traits. Additionally, we tried to determine
whether conspicuous consumption is a consumption pattern not only in specialty
products group but also in all brands building up prestige image of every
product group. According to the results of the questionnaire study conducted
among university students, tendency toward conspicuous consumption shows itself
in their choice of jeans brands, and interpersonal influence and
self-monitoring have effect on this tendency.
References
- Aaker, J.L.(1999) “The Malleabl Self: The Role of Self-Expression in Persuasion”, Journal of Marketing Research, February, 36(1), 45-57.
- Abe, S., R.P. Bagozzi and P. Saderangani (1996) “An Investigation of Construct Validity and Generalizability of the Self-Concept:Self-Consciousness in Japan and the United States”, Journal of International Consumer Marketing, 8(3-4), 97-123.
- Amaldoss, W., and S. Jain, (2005) “Conspicuous Consumption and Sophisticated Thinking”, Management Science, 51(10), 1449-1466.
- Bearden, O.W., R.G Netemeyer and J.E. Teel (1989) “Measurement of Consumer Susceptibility to Interpersonal Influence”, Journal of Consumer Research, 15(4), 473-481.
- Bearden, O.W., F.K, Shuptrine and J.E. Teel (1989) “Self-Monitoring and Reactions To Image Appeals and Claims About Product Quality”. Advances in Consumer Research, 16, 703-710.
- Chen, J., (2002) Chinese Identification, Acculturation and Conspicuous Consumption in a Multicultural Society: A Theoretical Framework and Emprical Evidence, Michigan: The University of Guelph, UMI.
- Chen, J., M. Aung, L. Zhou and V. Konektör (2005) “Chinese Ethnic Identification and Conspicuous Consumption: Are There Moderators or Mediators Effect of Acculturation Dimensions?”, Journal of International Consumer Marketing, 17(2/3), 117-136.
- Darley, K. W., and J.S. Lim (1992) “The Effect of Consumers Emotional Reations on Behavional Intention: The Moderating Role of Personel Relevence and Self-Monitoring”, PsychologyandMarketing, 9(4), 329-346.
- Deeter-Schmelz, R.D., and J.Z. Sojka (2007) “Personality Traits and Sales Performance: Exploring Differential Effects of Need for Cognition and Self-Monitoring”, Journal of Marketing Theory and Practice, (Spring), 145-157.
- Eastman, K.J., B. Fredenberger, D. Campbell and S. Calvert (1997) “The Relationship Between Status Consumtion and Materialism: A Cross-Cultural Comparison of Chinese”, Mexican, and American Students, Journal of Marketing Theory and Practice, 52-66. Eastman, K.J., R.E. Goldsmith and L.R. Flynn (1999) “Status Consumption in Consumer Behaviour: Scale Development and Validation”, Journal of Marketing Theory and Practice. Summer, 41-52.
- Escalas, J. E., and. J.R. Bettman (2005) “Self-construal, Reference Groups and Brand Meaning”, Journal of Consumer Research, 32(3), 378-389.
- Fine, L., and S.F. Gardial (1990) “The Effects of Self-Monitoring and Similarity on Salesperson Inferential Processes”, Journal of Personal SellingandSales Management, 10, 7-16.
- Ford, J.D. and E. Ellis (1980) “A Re-Examination of Group Influence on Member Brand Preference”, Journal of Marketing Research, 17, 125-132.
- Goldsmith, R.E., R.A. Clark and E.B. Goldsmith (2006) “Extending the Psychological Profile of market Mavenism”, Journal of Consumer Behaviour, 5, 411-419.
- Graeff, R.T. (1996)” Image Congruence Effects on Product Evalutions: The Role of Self-Monitoring and Public/Private Consumption”, Psychology and Marketing, 13(3), 235-266.
- Hamilton, R.W. (2003) “What Do People Suggest What They Don’t Want? Using Context Effects to Influence Other’s Choices”, Journal Consumer Research, 29(4), 492-506.
- Harnish, J.R. and K.R. Bridges (2006) “Social Influence: The Role of Self-Monitoring When Making Social Comparisons”, Psychology and Marketing, 23(11), 961-973.
- Heaney, J.G., R.E. Goldsmith and W.J.W. Jusoh (2005) “Status Consumption Among Malaysion Consumers: Exploring Its Relationships with Materialism and Attention-to-Social-Comparison-Information”, Journal of International Consumer Marketing, 17(4), 83-98.
- Hog, K.M., A.J. Cox and K. Keeling (2000) “The Impact of Self-Monitoring on Image Congruence and Product/Brand Evaluation”, Europen Journal of Marketing, 34(5/6), 641-666.
- Hong, W.J. and G.M. Zinkhan (1995) “Self-Concept and Advertising Effectiveness: The Influence of Congruency, Conspicuousness and Response Model”, PsychologyandMarketing, 12(1), 53-77.
- Kavak, B., N. İbrahimoğulları (2006) “Benlik Algısı ve Kendini Kurgulama Düzeyinin Marka Sadakati Üzerindeki Etkisi: Üniversite Öğrencileri Üzerinde Bir Araştırma”, Hacettepe Üniversitesi, İİBF Dergisi, 26(2), 109-126.
- Kilsheimer, J.C. (1993) Status Consumption: The Development and Implications of A Scale Measuring the Motivation to Consume For Status, Michigan: The Florida State University, UMI.
- Koç, E. (2007) Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım [Consumer Behaviour and Marketing Strategies: Global and Local Approach], Ankara: Seçkin.
- Kotler, P. (2002) Marketing Management, Millenium Edition. Pearson Prentice Hall. USA.
- Lammers, H.B. (2002) “Moderating ınfluence of Self Monitoring and Gender on Responses to Humorous Advertising”, The Journal of Social Psychology, 131(1), 57-79.
- Loroz, P.S. (2004) “Golden-age Gambling:Psychological Benefits and Self-Concepts Dynamics in Aging Consumers Consumption Experiences”, Psycholoy and Marketing, 21(5), 323-349.
- Marcoux, J.S., P. Filiatrault and E. Cheron (1997) “The Attitudes Underlying Preferences of Young Urban Educated Polish Consumers Towards Products Made in Western Countries”, Journal of International Consumer Marketing, 9(4), 5-29.
- Mason, R. (2001) “Conspicuous Consumption: A Literature Review”, European Journal of Marketing, 18(3), 26-39.
- Mowen, C.J. (1993) Consumer Behavior, (Third ed.), New York: Macmillan Publishing Compony.
- O’Cass, A., and H. McEwen (2005), “Exploring Consumer Status and Conspicuous Consumption”, Journal of Consumer Behaviour, 4(1), 25-39.
- Polat, Z.S. and A. Umay (2002) “Kendini Gösterim Özelliğinin Öğretmenlik Mesleği ile İlişkisi [Relationships Self monitoring properties and tearchership profession]”, Hacettepe Üniversitesi Eğitim Fakültesi Dergisi, 23, 198-204.
- Ratner, K.R. and B.E. Kahn (2002) “The Impact of Private Versus Public Consumption on Veriety-Seeking Behavior”, Journal of Consumer Research, 29, 246-257.
- Reed, II A. (2002) “Social Identitiy as a Usefull Perspective for Self-Concept-Based Consumer Research”, PsychologyandMarketing, 19(2), 235-266.
- Ricks, J., and L. Veneziaro (1998) “The effect of Gender and Selected Personality Traits on Objective and Subjective Measures of Sales Performance”. The Journal of Marketing Management Fall/Winter, 7-21.
- Ricks, J., J. Fraedrich and C. Xiong, (2000) “Self-Monitoring and Empathy as Determinants of Sales Performance for Industrial Sales Personel Utilizing Sales Data and Management Ratings”, The Marketing Management Journal, 10(2), 54-62.
- Roberts, A.J. (2000) “Consuming in a Consumer Culture: College Students, Materialism, Status Consumption, and Compulsive Buying”, Marketing Management Journal, (Fall/Winter), 76-91.
- Roberts, A.J., C.F. Gwin and C.R. Martinez (2004) “The Influence of Family Structure on Consumer Behaviour: A Re-Inquiry and Extension of Rindfleisch Et al.1997 in Mexico”. Journal of Marketing Theory and Practice, (Winter), 61-79.
- Rose, P., S.P. De Jesus (2007) “A Model of Motivated Cognition to Account fort he Link Between Self-Monitoring and Manterialism”, PsychologyandMarketing, 24(2), 93-115.
- Sandra, L.T.S. (2002) A study of Consumer’s Self and Purchasing Behaviour in Fashion Brand Image Marketing, Michigan: The Hong Kong Polytechnic University, UMI.
- Shavitt, S., T.M. Lowrey and S.P. Han (1992) “Attitude Functions in Advertising: The Interactive Role of Products and Self-Monitoring”, Journal of Consumer Psychology, 1(4), 337-364.
- Solomon, R.M. (2007) Consumer Behavior, Buying, Having, and Being, (Seventh ed.), New Jersey: Pearson-Prentice Hall.
- Spangerberg, R.E., D.F. Sprott (2006) “Self Monitoring and Susceptibility to the Influence of Self-Prohecy”, Journal of Consumer Research, 32(4), 550-556.
- Wee, T.T.T. and M.C.H. Ming (2003) “Leveraging on Symbolic Values and Meanings in Branding”, Brand Management, 10(3), 208-218.
- Wong, N.Y.C. (1997) “Suppose You Own the World and No One Knows? Conspicuous Consumption Materialism and Self”, Advances in Consumer Research, 24, 197-203.
There are 44 citations in total.
Details
| Journal Section | Articles |
|---|---|
| Authors | |
| Publication Date | June 30, 2010 |
| Submission Date | May 9, 2017 |
| Published in Issue | Year 2010 Volume: 28 Issue: 1 |
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