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The Role Of Self Concept In Consumer Behavior, Marisa Toth
The Role Of Self Concept In Consumer Behavior, Marisa Toth
Graduate Research Symposium (GCUA) (2010 - 2017)
Understanding the processes that underlie consumer behavior has become an increasingly important area of research, especially for businesses and marketers. One of the most commonly studied variables believed to impact consumer behavior is self-concept.
The purpose of the current study is to examine the influence of self-concept in consumer behavior and identify factors that influence the relationship. Specifically, what is the relationship between different aspects of the self-concept and the consumption of publicly and privately consumed luxuries and necessities? Furthermore, how will this relationship be affected by the level of self-monitoring an individual displays?