Başar E.E.Erciş A.20.04.20192019-04-2020.04.20192019-04-2020152039-9340https://dx.doi.org/10.5901/mjss.2015.v6n3s2p18https://hdl.handle.net/20.500.12403/734Consumer 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.eninfo:eu-repo/semantics/openAccessConsumer behaviorRole-relaxed consumtionSelf construalStatue consumptionConsumer behaviorRole-relaxed consumtionSelf construalStatue consumptionArticle63182310.5901/mjss.2015.v6n3s2p182-s2.0-84934177603Q1