The effect of self-construal on statue and role-relaxed consumption
Küçük Resim Yok
Tarih
2015
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Mediterranean Center of Social and Educational Research
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Consumer behavior researches indicate that individuals prefer the products which are compatible with themselves. For instance, individuals with highly independent-self take into account the functional benefits whereas individuals with highly interdependent-self take into account the symbolic benefits on their product preferences. Related studies in literature show that there are two different consumption patterns, which are called statue and role-relaxed consumptions, those take the lead on explaining consumers’ brand or product preferences. Statue consumption concentrates on symbolic meanings of the products, whereas role-relaxed consumption focuses on the functional benefits. This research examines the effects of self-construal on statue and role-relaxed consumption patterns with reference to the close relationships of independent self and interdependent self with role-relaxed consumption and statue consumption, respectively. The results indicate that self-construal has significant effects on statue and role-relaxed consumption. © 2015, Mediterranean Center of Social and Educational Research. All rights reserved.
Açıklama
Anahtar Kelimeler
Consumer behavior, Role-relaxed consumtion, Self construal, Statue consumption, Consumer behavior, Role-relaxed consumtion, Self construal, Statue consumption
Kaynak
Mediterranean Journal of Social Sciences
WoS Q Değeri
Scopus Q Değeri
Q1
Cilt
6
Sayı
3
