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The impact of self-construal and self-concept clarity on socially motivated consumption: The moderating role of materialism

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  • Senay Sabah

Abstract

The present study focuses on the diamond wedding ring context in order to measure the effect of two important variables for consumption. The first one is the effect of the independent/interdependent self-construal factors in addition to self-concept clarity. The second one is the intersection effect of these self-related concepts with materialism on socially motivated consumption. These hypotheses are tested using multiple regression analysis. Analyses are made based on a data sample of 230. It has been found that all of the expected relations, except the direct relation between self-concept clarity and attitude towards diamond wedding ring, besides the moderating role of materialism between the interdependent self-construal and self-concept clarity and attitude towards diamond wedding ring, are significant. However, it is seen that the sign of the relation between interdependent self-construal and attitude towards wedding ring was negative. The present paper argues that these contradictory results may be due to cultural factors.

Suggested Citation

  • Senay Sabah, 2017. "The impact of self-construal and self-concept clarity on socially motivated consumption: The moderating role of materialism," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 27(1), pages 31-45, January.
    • Handle: RePEc:taf:jgsmks:v:27:y:2017:i:1:p:31-45
    DOI: 10.1080/21639159.2016.1265321
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    Cited by:

    1. Kim, Juran & Lee, Ki Hoon, 2019. "Influence of integration on interactivity in social media luxury brand communities," Journal of Business Research, Elsevier, vol. 99(C), pages 422-429.
    2. Fifita, 'Ilaisaane M.E. & Seo, Yuri & Ko, Eunju & Conroy, Denise & Hong, Dayun, 2020. "Fashioning organics: Wellbeing, sustainability, and status consumption practices," Journal of Business Research, Elsevier, vol. 117(C), pages 664-671.
    3. Wang, Huanzhang & Liu, Honglei & Kim, Sang Jin & Kim, Kyung Hoon, 2019. "Sustainable fashion index model and its implication," Journal of Business Research, Elsevier, vol. 99(C), pages 430-437.
    4. Donvito, Raffaele & Aiello, Gaetano & Grazzini, Laura & Godey, Bruno & Pederzoli, Daniele & Wiedmann, Klaus-Peter & Halliburton, Chris & Chan, Priscilla & Tsuchiya, Junji & Skorobogatykh, Irina Ivanov, 2020. "Does personality congruence explain luxury brand attachment? The results of an international research study," Journal of Business Research, Elsevier, vol. 120(C), pages 462-472.

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