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THE ROLE OF SELF-ESTEEM AND MATERIALISM ON CONSPICUOUS CONSUMPTION TENDENCY: A FUTURISTIC APPROACH

Year 2020, Volume: 19 Issue: 37, 535 - 550, 01.06.2020

Mehmet Öztek Özgür Çengel

Abstract

Expanding our understanding of consumer research in postmodern consumption culture, it is important to research the impact of different subjects on conspicuous consumption. The purpose of this study is to determine the futuristic role of self-esteem and materialism on conspicuous consumption. A questionnaire was employed to a non-probabilistic convenience sample of 601 consumers through over two-weeks period by a research company. The findings showed that the conspicuous consumption is more likely to be affected by three dimensions of materialism, specifically success and happiness dimensions. However, self-esteem didn’t have a significant effect on conspicuous consumption.

Keywords

Conspicuous Consumption Tendency Self-Esteem Materialism

References

  • Abdullah, L. & Asngari, H. (2011). Factor analysis evidence in describing consumer preferences for a soft drink product in Malaysia, Journal of Applied Sciences, 11(1), 139-144.
  • Baumeister, R.F. (1997). Esteem threat, self-regulatory breakdown and emotional distress as factors in self-defeating behavior, Review of General Psychology, 1, 145- 174
  • Belk, R. W. (1984). Three scales to measure constructs related to materialism: reliability, validity, and relationships to measures of happiness, Advances in Consumer Research. 11(1), 291-297.
  • Chacko, P.S., Prashar, S. & Ramanathan, H.N. (2018). Assessing the relationship between materialism and conspicuous consumption: Validation in the Indian context, Asian Academy of Management Journal, 23(2), 143-159. https://doi.org/10.21315/ aamj2018.23.2.7
  • Chatterjee, A. & Hunt, J.M. (1996). Self-monitoring as a personality correlate of materialism: an investigation of related cognitive orientation, Psychological Reports, 79(2), 523-528.
  • Dev, M., Podoshen, J.S. & Shahzad, M. (2018). An exploratory comparison of materialism and conspicuous consumption in Pakistan, Journal of International Consumer Marketing, 30(5), 317-325.
  • Dittmar, H. (2005). A new look at ‘compulsive buying’: Self discrepancies and materialistic values as predictors of compulsive buying tendency, Journal of Social and Clinical Psychology, 24(5), 832-859.
  • Duesenberry, J.S. (1949). Income, Saving and the Theory of Consumer Behaviour, Harvard University Press, Cambridge, MA. in Jain, A. & Sharma, R. (2018). Understanding of the term conspicuous consumption: A Literature Review, International Journal of Management and Applied Science, 4(1), 35.
  • Eastman, K.J., Fredenberger, B., Campbell, D. & Calvert, S. (1997). The relationship between status consumption and materialism: A cross-cultural comparison of Chinese, Mexican and American students, Journal of Marketing Theory and Practice, 5(1), 52-66.
  • Erdem, T. , Swait, J. & Valenzuala, A. (2006). Brands as signals, Journal of Marketing, January, 34-49.
  • George, D. & Mallery, P. (2003). SPSS for Windows Step by Step: A Simple Guide and Reference, 11.0 Update, 4th Ed., Boston: Allyn & Bacon
  • Gil, L.A.,Kwon, K.N., Good, L.K. & Johnson, L.W. (2012). Impact of self on attitudes toward luxury brands among teens, Journal of Business Research, 65(10), 1425-1433.
  • Goldsmith, R.E. & Ronald A. C. (2012). Materialism, status consumption and consumer independence, The Journal of Social Psychology, 152(1), 43-60.
  • Graham, J.F. (1999). Materialism and consumer behavior: Toward a clear understanding, Journal of Social Behavior and Personality, 14(2), 241-258.
  • Hair, Jr. J., Black, W., Babin, B. & Anderson, R. (2009). Multivariate Data Analysis, Prentice Hall.
  • Harter, S. (1990). Identity and self development. in S. Feldman & G. Elliott (Eds.), At the Threshold: The Developing Adolescent, 352-387. Cambridge, MA: Harvard University Press.
  • Heaney, J.G., Goldsmith, R.E. & Jusoh, W.J.W. (2005). Status consumption among Malaysian consumers: Exploring its relationships with materialism and attention to social comparison information, Journal of International Consumer Marketing, 17(4), 83-98.
  • Hellevik, O. (1993). Postmaterialism as a dimension of cultural change, International Journal of Public Opinion Research, 5(3), 211-233.
  • Higgins, E.T. (1987). Self-discrepancy: A theory relating self to affect, Psychological Review, 94, 319-340.
  • Jain, A. & Sharma, R. (2018). Understanding of the term conspicuous consumption: A Literature Review, International Journal of Management and Applied Science, 4(1), 33-36.
  • Kaiser, H.F. (1974). An index of factoral simplicity, Psychometrika, 39, 31-36.
  • Kerremans, G-J. (2009). Exploring the utility of self-esteem in conspicuous behavior using a multidimensional approach, Tilburg University. http://arno.uvt.nl/show.cgi?fid=97320 04.11.2018.
  • Kim, S.A. (2015). The influence of three fundamental factors on conspicuous consumption, Thesis of Doctoral of Philosophy, Auckland University of Technology, Faculty of Business and Law.
  • Lewis, A. & Moital, M. (2016). Young professionals’ conspicuous consumption of clothing, Journal of Fashion Marketing and Management, 20(2), 138-156.
  • Loulakis, A. & Hill, R.P. (2010), Status and materialism among college-aged women, American Marketing Association Winter Educators’ Conference Proceedings, February 19-22, American Marketing Association, New Orleans, LA, 45-52.
  • Mitchell, R.E. (2001). Thorstein Veblen: Pioneer in environmental sociology, Organization & Environment, 14 (4), 389-408.
  • Mullins, Paul R. (1999). Race and Affluence: An Archaeology of African American and Consumer Culture, New York: Kluwer Academic/Plenum.
  • O'Cass, A. & McEwen, H. (2004). Exploring consumer status and conspicuous consumption, Journal of Consumer Behaviour, 4(1), pp.25-39.
  • O’Shaughnessy, J. & O’Shaughnessy, N.J. (2002) Marketing, the consumer society and hedonism, European Journal of Marketing, 36(5/6), 524-547.
  • Page, C. (1992). A history of conspicuous consumption, in SV - Meaning, measure, and morality of materialism, eds. Rudmin, F.W. & Richins, M. Provo, UT : Association for Consumer Research, 82-87.
  • Pallant, J. (2005). SPSS Survival Manual, 2nd Ed., Sydney: Ligare Pty Ltd
  • Palan, K.M., Morrow, P.C., Trap II, A & Blackburn, V. (2011). Compulsive buying behaviour in college students: The mediating role of credit card misuse, Journal of Marketing Policy and Practice, 19(1), 81-96.
  • Paulose, D. (2016). A study on the role of materialism in triggering conspicuous consumption among emigrants from Kerala, International Journal of Marketing and Business Communication, 5(2), 6-19. file:///C:/Users/asus/Downloads/A_Study_on_the_Role_of_Materialism_in_Tr.pdf 03.02.2019.
  • Podoshen, J.S. & Andrzejewski, S.A. (2012). An examination of the relationships between materialism, conspicuous consumption, Impulse buying, and brand loyalty, Journal of Marketing Theory and Practice, 20, 319–333.
  • Podoshen, J.S., Lu Li, L., & Zhang, J. (2011). Materialism and conspicuous consumption in China: A Cross-cultural examination, International Journal of Consumer Studies, 35, 17–25.
  • Pyone, J.S. & Isen, A.M. (2011). Positive affect, intertemporal choice, and levels of thinking: Increasing consumers' willingness to wait, Journal of Marketing Research, 48(3), 532-543.
  • Richards, L. (2009). Handling Qualitative Data: A Practical Guide (2nd ed.). London, Thousand Oaks, New Delhi: Sage Publications.
  • Richins, M. L. & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation, Journal of Consumer Research. 19(3), 303-316.
  • Richins, M. L. (1994). Valuing things: The public and private meanings of possessions, Journal of Consumer Research, 21, 504-533.
  • Rosenberg, M. (1979). Conceiving the Self. New York. Basic Books, Inc., Publishers.
  • Rosenberg, M. (1965). Society and the Adolescent Self-image. Princeton, NJ: Princeton University Press.
  • Rucker, D.D. & Galinsky, A.D. (2009). Conspicuous consumption versus utilitarian ideals: How different levels of power shape consumer behavior, Journal of Experimental Social Psychology, 45(3), 549-555.
  • Schmitt & Allik (2005) Schmitt, D. P., & Allik, J. (2005). simultaneous administration of the Rosenberg self-esteem scale in 53 nations: Exploring the universal and culture-specific features of global self- esteem, Journal of Personality and Social Psychology, 89, 623-642.
  • Sirgy, M.J., Grewal, D., Mangleburg, T.F., Park, J., Chon, K. Claiborne, C.B., Johar, J.S. & Berkman, H. (1997). Aassessing the predictive validity of two methods of measuring self-image congruence, Journal of Academy of Marketing Science, 25(3), 229.
  • Sivanathan, N. & N.C. Pettit (2010). Protecting the self through consumption: Status goods as affirmation commodities, Journal of Experimental Social Psychology, 46(3), 564–570.
  • Souiden, N., M’Saad, B. & Pons, F. (2011). A cross-cultural analysis of consumers’ conspicuous consumption of branded fashion accessories, Journal of International Consumer Marketing, 23(5), 329-343.
  • Tanner, J. & Roberts, L. (2000). Materialism Cometh, Baylor Business Review, 18(2), 8-10.
  • Topçu U.C. (2018). Conspicuous consumption in relation to self-esteem, self-image and social status: An empirical study in Karasavvoglou A., Goić S., Polychronidou P., Delias P. (eds) Economy, Finance and Business in Southeastern and Central Europe. Springer Proceedings in Business and Economics. Springer, Cham, 697-709.
  • Trigg, A. (2001). Veblen, Bourdieu, and conspicuous consumption, Journal of Economic Issues, 35(1), 99-115.
  • Veblen, T. (1934). The Theory of Leisure Class, NY:Random House
  • Velov, Gojkovic & Duric (2014). Materialism, narcissism and the attitudes towards conspicuous consumption, Psihologija, 47(1), 113-129.
  • Vigneron, F. & Johnson, L.W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior, Academy of Marketing Science Review, 1, 1-15.
  • Wells, L.E. & Marvell, G. (1976). Self-esteem: Its conceptualization and measurement, Beverly Hills, Calif.: Sage Publications.
  • Wicklund & Gollwitzer (1982). Symbolic s-completion, Hillside, New Jersey: Erlbaum.
  • Wijnen, V. (2017). Conspicuous Consumption: An Empirical Analysis of Sub-Saharan Africa, Master Thesis, Radbound University Department of Economics.
  • Yurchisin, J. & Johnson, K.K. (2004). Compulsive buying behavior and its relationship to perceived social status associated with buying, materialism, self-esteem and apparel-product involvement, Family and Consumer Sciences Research Journal, 32(3), 291-314.

BENLİK SAYGISI VE MATERYALİZMİN GÖSTERİŞÇİ TÜKETİM EĞİLİMİNDEKİ ROLÜ: GELECEĞE AİT BİR YAKLAŞIM

Year 2020, Volume: 19 Issue: 37, 535 - 550, 01.06.2020

Mehmet Öztek Özgür Çengel

Abstract

Postmodern tüketim kültürde tüketim araştırmalarını anlamamızı geliştirirken, diğer konuların gösterişçi tüketim üzerine etkilerinin araştırılması önemlidir. Bu çalışmanın amacı benlik saygısı ve materyalizmin gösterişçi tüketim üzerinde geleceğe ait rolünü belirlemektir. Bir anket tesadüfi olmayan kolayda örnekleme yöntemiyle oluşturulmuş 601 tüketiciye iki haftalık periyotla araştırma şirketi tarafından uygulanmıştır. Bulgular göstermektedir ki gösterişçi tüketimin materyalizmin üç boyutundan, özellikle başarı ve mutluluk boyutlarından etkilenmesi daha olasıdır. Ancak, benlik saygısının gösterişçi tüketim üzerine önemli bir etkisi bulunmamaktadır.

Keywords

Gösterişçi Tüketim Eğilimi Benlik Saygısı Materyalizm

References

  • Abdullah, L. & Asngari, H. (2011). Factor analysis evidence in describing consumer preferences for a soft drink product in Malaysia, Journal of Applied Sciences, 11(1), 139-144.
  • Baumeister, R.F. (1997). Esteem threat, self-regulatory breakdown and emotional distress as factors in self-defeating behavior, Review of General Psychology, 1, 145- 174
  • Belk, R. W. (1984). Three scales to measure constructs related to materialism: reliability, validity, and relationships to measures of happiness, Advances in Consumer Research. 11(1), 291-297.
  • Chacko, P.S., Prashar, S. & Ramanathan, H.N. (2018). Assessing the relationship between materialism and conspicuous consumption: Validation in the Indian context, Asian Academy of Management Journal, 23(2), 143-159. https://doi.org/10.21315/ aamj2018.23.2.7
  • Chatterjee, A. & Hunt, J.M. (1996). Self-monitoring as a personality correlate of materialism: an investigation of related cognitive orientation, Psychological Reports, 79(2), 523-528.
  • Dev, M., Podoshen, J.S. & Shahzad, M. (2018). An exploratory comparison of materialism and conspicuous consumption in Pakistan, Journal of International Consumer Marketing, 30(5), 317-325.
  • Dittmar, H. (2005). A new look at ‘compulsive buying’: Self discrepancies and materialistic values as predictors of compulsive buying tendency, Journal of Social and Clinical Psychology, 24(5), 832-859.
  • Duesenberry, J.S. (1949). Income, Saving and the Theory of Consumer Behaviour, Harvard University Press, Cambridge, MA. in Jain, A. & Sharma, R. (2018). Understanding of the term conspicuous consumption: A Literature Review, International Journal of Management and Applied Science, 4(1), 35.
  • Eastman, K.J., Fredenberger, B., Campbell, D. & Calvert, S. (1997). The relationship between status consumption and materialism: A cross-cultural comparison of Chinese, Mexican and American students, Journal of Marketing Theory and Practice, 5(1), 52-66.
  • Erdem, T. , Swait, J. & Valenzuala, A. (2006). Brands as signals, Journal of Marketing, January, 34-49.
  • George, D. & Mallery, P. (2003). SPSS for Windows Step by Step: A Simple Guide and Reference, 11.0 Update, 4th Ed., Boston: Allyn & Bacon
  • Gil, L.A.,Kwon, K.N., Good, L.K. & Johnson, L.W. (2012). Impact of self on attitudes toward luxury brands among teens, Journal of Business Research, 65(10), 1425-1433.
  • Goldsmith, R.E. & Ronald A. C. (2012). Materialism, status consumption and consumer independence, The Journal of Social Psychology, 152(1), 43-60.
  • Graham, J.F. (1999). Materialism and consumer behavior: Toward a clear understanding, Journal of Social Behavior and Personality, 14(2), 241-258.
  • Hair, Jr. J., Black, W., Babin, B. & Anderson, R. (2009). Multivariate Data Analysis, Prentice Hall.
  • Harter, S. (1990). Identity and self development. in S. Feldman & G. Elliott (Eds.), At the Threshold: The Developing Adolescent, 352-387. Cambridge, MA: Harvard University Press.
  • Heaney, J.G., Goldsmith, R.E. & Jusoh, W.J.W. (2005). Status consumption among Malaysian consumers: Exploring its relationships with materialism and attention to social comparison information, Journal of International Consumer Marketing, 17(4), 83-98.
  • Hellevik, O. (1993). Postmaterialism as a dimension of cultural change, International Journal of Public Opinion Research, 5(3), 211-233.
  • Higgins, E.T. (1987). Self-discrepancy: A theory relating self to affect, Psychological Review, 94, 319-340.
  • Jain, A. & Sharma, R. (2018). Understanding of the term conspicuous consumption: A Literature Review, International Journal of Management and Applied Science, 4(1), 33-36.
  • Kaiser, H.F. (1974). An index of factoral simplicity, Psychometrika, 39, 31-36.
  • Kerremans, G-J. (2009). Exploring the utility of self-esteem in conspicuous behavior using a multidimensional approach, Tilburg University. http://arno.uvt.nl/show.cgi?fid=97320 04.11.2018.
  • Kim, S.A. (2015). The influence of three fundamental factors on conspicuous consumption, Thesis of Doctoral of Philosophy, Auckland University of Technology, Faculty of Business and Law.
  • Lewis, A. & Moital, M. (2016). Young professionals’ conspicuous consumption of clothing, Journal of Fashion Marketing and Management, 20(2), 138-156.
  • Loulakis, A. & Hill, R.P. (2010), Status and materialism among college-aged women, American Marketing Association Winter Educators’ Conference Proceedings, February 19-22, American Marketing Association, New Orleans, LA, 45-52.
  • Mitchell, R.E. (2001). Thorstein Veblen: Pioneer in environmental sociology, Organization & Environment, 14 (4), 389-408.
  • Mullins, Paul R. (1999). Race and Affluence: An Archaeology of African American and Consumer Culture, New York: Kluwer Academic/Plenum.
  • O'Cass, A. & McEwen, H. (2004). Exploring consumer status and conspicuous consumption, Journal of Consumer Behaviour, 4(1), pp.25-39.
  • O’Shaughnessy, J. & O’Shaughnessy, N.J. (2002) Marketing, the consumer society and hedonism, European Journal of Marketing, 36(5/6), 524-547.
  • Page, C. (1992). A history of conspicuous consumption, in SV - Meaning, measure, and morality of materialism, eds. Rudmin, F.W. & Richins, M. Provo, UT : Association for Consumer Research, 82-87.
  • Pallant, J. (2005). SPSS Survival Manual, 2nd Ed., Sydney: Ligare Pty Ltd
  • Palan, K.M., Morrow, P.C., Trap II, A & Blackburn, V. (2011). Compulsive buying behaviour in college students: The mediating role of credit card misuse, Journal of Marketing Policy and Practice, 19(1), 81-96.
  • Paulose, D. (2016). A study on the role of materialism in triggering conspicuous consumption among emigrants from Kerala, International Journal of Marketing and Business Communication, 5(2), 6-19. file:///C:/Users/asus/Downloads/A_Study_on_the_Role_of_Materialism_in_Tr.pdf 03.02.2019.
  • Podoshen, J.S. & Andrzejewski, S.A. (2012). An examination of the relationships between materialism, conspicuous consumption, Impulse buying, and brand loyalty, Journal of Marketing Theory and Practice, 20, 319–333.
  • Podoshen, J.S., Lu Li, L., & Zhang, J. (2011). Materialism and conspicuous consumption in China: A Cross-cultural examination, International Journal of Consumer Studies, 35, 17–25.
  • Pyone, J.S. & Isen, A.M. (2011). Positive affect, intertemporal choice, and levels of thinking: Increasing consumers' willingness to wait, Journal of Marketing Research, 48(3), 532-543.
  • Richards, L. (2009). Handling Qualitative Data: A Practical Guide (2nd ed.). London, Thousand Oaks, New Delhi: Sage Publications.
  • Richins, M. L. & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation, Journal of Consumer Research. 19(3), 303-316.
  • Richins, M. L. (1994). Valuing things: The public and private meanings of possessions, Journal of Consumer Research, 21, 504-533.
  • Rosenberg, M. (1979). Conceiving the Self. New York. Basic Books, Inc., Publishers.
  • Rosenberg, M. (1965). Society and the Adolescent Self-image. Princeton, NJ: Princeton University Press.
  • Rucker, D.D. & Galinsky, A.D. (2009). Conspicuous consumption versus utilitarian ideals: How different levels of power shape consumer behavior, Journal of Experimental Social Psychology, 45(3), 549-555.
  • Schmitt & Allik (2005) Schmitt, D. P., & Allik, J. (2005). simultaneous administration of the Rosenberg self-esteem scale in 53 nations: Exploring the universal and culture-specific features of global self- esteem, Journal of Personality and Social Psychology, 89, 623-642.
  • Sirgy, M.J., Grewal, D., Mangleburg, T.F., Park, J., Chon, K. Claiborne, C.B., Johar, J.S. & Berkman, H. (1997). Aassessing the predictive validity of two methods of measuring self-image congruence, Journal of Academy of Marketing Science, 25(3), 229.
  • Sivanathan, N. & N.C. Pettit (2010). Protecting the self through consumption: Status goods as affirmation commodities, Journal of Experimental Social Psychology, 46(3), 564–570.
  • Souiden, N., M’Saad, B. & Pons, F. (2011). A cross-cultural analysis of consumers’ conspicuous consumption of branded fashion accessories, Journal of International Consumer Marketing, 23(5), 329-343.
  • Tanner, J. & Roberts, L. (2000). Materialism Cometh, Baylor Business Review, 18(2), 8-10.
  • Topçu U.C. (2018). Conspicuous consumption in relation to self-esteem, self-image and social status: An empirical study in Karasavvoglou A., Goić S., Polychronidou P., Delias P. (eds) Economy, Finance and Business in Southeastern and Central Europe. Springer Proceedings in Business and Economics. Springer, Cham, 697-709.
  • Trigg, A. (2001). Veblen, Bourdieu, and conspicuous consumption, Journal of Economic Issues, 35(1), 99-115.
  • Veblen, T. (1934). The Theory of Leisure Class, NY:Random House
  • Velov, Gojkovic & Duric (2014). Materialism, narcissism and the attitudes towards conspicuous consumption, Psihologija, 47(1), 113-129.
  • Vigneron, F. & Johnson, L.W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior, Academy of Marketing Science Review, 1, 1-15.
  • Wells, L.E. & Marvell, G. (1976). Self-esteem: Its conceptualization and measurement, Beverly Hills, Calif.: Sage Publications.
  • Wicklund & Gollwitzer (1982). Symbolic s-completion, Hillside, New Jersey: Erlbaum.
  • Wijnen, V. (2017). Conspicuous Consumption: An Empirical Analysis of Sub-Saharan Africa, Master Thesis, Radbound University Department of Economics.
  • Yurchisin, J. & Johnson, K.K. (2004). Compulsive buying behavior and its relationship to perceived social status associated with buying, materialism, self-esteem and apparel-product involvement, Family and Consumer Sciences Research Journal, 32(3), 291-314.
There are 56 citations in total.

Details

Primary Language English
Journal Section Research Articles
Authors

Mehmet Öztek This is me 0000-0002-1129-5145

Özgür Çengel 0000-0001-7195-896X

Publication Date June 1, 2020
Submission Date December 20, 2019
Acceptance Date January 13, 2020
Published in Issue Year 2020 Volume: 19 Issue: 37

Cite

APA Öztek, M., & Çengel, Ö. (2020). THE ROLE OF SELF-ESTEEM AND MATERIALISM ON CONSPICUOUS CONSUMPTION TENDENCY: A FUTURISTIC APPROACH. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 19(37), 535-550.
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