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

Authors

  • 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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Published

2015-05-04

How to Cite

Başar, E. E., & Erciş, A. (2015). The Effect of Self-Construal on Statue and Role-Relaxed Consumption. Mediterranean Journal of Social Sciences, 6(3 S2), 18. Retrieved from https://www.richtmann.org/journal/index.php/mjss/article/view/6456

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Articles