An investigation of self-image congruence differences between materialistic and non-materialistic consumers
Küçük Resim Yok
Tarih
2015
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Bogazici Universitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
This research aims to determine whether there are differences in the self-image congruence between materialistic and non-materialistic consumers towards different product categories (social and private consumption products). The study was carried out on the students of Erzurum Ataturk University using the survey method. Results indicate that there are significant differences in the self-image congruence between materialistic and non-materialistic consumers. Additionally, non-materialistic consumers choose products that reflect their actual selves, whereas materialistic consumers choose products that support their ideal selves.
Açıklama
Anahtar Kelimeler
Consumer behavior, Materialistic tendencies, Private consumption, Self-image congruence, Social consumption, consumption behavior, research, student, survey, Consumer behavior, Materialistic tendencies, Private consumption, Self-image congruence, Social consumption, consumption behavior, research, student, survey
Kaynak
Bogazici Journal
WoS Q Değeri
Scopus Q Değeri
Q3
Cilt
29
Sayı
2