Research into Determining the Effects of Self-Monitoring and Interpersonal Influences on Conspicuous Consumption
Year: 2010
Type: article
Study design: Observational Study
Abstract: Conspicuousconsumption is defined as the shoppings done by the person in order to showhis/her status or prestige. That’s why luxurious and expensive products areprefered in these shoppings. Another factor directing the conspicuousconsumption is the reaction of the social environment to the product. If thesocial environment of the person condisers the product as prestigious, thesatisfaction level of the consumer will be higher. Therefore, personalitytraits and level of exposure to social environment are quite directive inconspicuous consumption. This study aimed to examine the role of interpersonalinfluence, which is a level of exposure to social environment, andself-monitoring, one of personality traits. Additionally, we tried to determinewhether conspicuous consumption is a consumption pattern not only in specialtyproducts group but also in all brands building up prestige image of everyproduct group. According to the results of the questionnaire study conductedamong university students, tendency toward conspicuous consumption shows itselfin their choice of jeans brands, and interpersonal influence andself-monitoring have effect on this tendency.
Source: DergiPark (Istanbul University)
Institutions: Atatürk University, Kocaeli Üniversitesi
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4294950756