The Effect of Self-Construal on Statue and Role-Relaxed Consumption

Enes Emre Başar, Aysel Erciş

Abstract


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.

DOI: 10.5901/mjss.2015.v6n3s2p18


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This work is licensed under Creative Commons Attribution 3.0 License.

Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)

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