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Journals / Bogazici Journal: Review of Social, Economic and Administrative Studies / 2015 / Cilt: 29 - Sayı: 2

An Investigation of Self-Image Congruence Differences between Materialistic and Non-Materialistic Consumers

Materyalist Olan ve Olmayan Tüketiciler Arasında Benlik İmajı Uyumu Farklılıklarının İncelenmesi

ENES EMRE BAŞAR
BAHAR TÜRK
SEVTAP ÜNAL
Pages
41–57
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Results indicate that there are significant differences in the self-image congruence between materialistic and non-materialistic consumers.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This research aims to determine whether there are differences in the self-image congruence between materialistic and non-materialistic consumers towards different product categories (social and private consumption products).
📊
Key Findings & Data:Results indicate that there are significant differences in the self-image congruence between materialistic and non-materialistic consumers.
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Conclusion & Impact:Additionally, non-materialistic consumers choose products that reflect their actual selves, whereas materialistic consumers choose products that support their ideal selves
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

This research aims to determine whether there are differences in the self-image congruence between materialistic and non-materialistic consumers towards different product categories (social and private consumption products). The study was carried out on the students of Erzurum Ataturk University using the survey method. Results indicate that there are significant differences in the self-image congruence between materialistic and non-materialistic consumers. Additionally, non-materialistic consumers choose products that reflect their actual selves, whereas materialistic consumers choose products that support their ideal selves

Özet

Bu araştırmada materyalist olan ve olmayan tüketicilerin benlik imajı uyumlarının farklı ürün kategorilerinde (özel ve sosyal ürün) farklılık gösterip göstermediğinin belirlenmesi amaçlanmıştır. Araştırma Erzurum Atatürk Üniversitesi öğrencileri üzerinde anket yöntemi uygulanarak gerçekleştirilmiştir. Sonuçlar, materyalist olan ve olmayan tüketiciler arasında önemli benlik imajı uyumu farklılıklarının olduğunu göstermektedir. Bu doğrultuda, materyalist olmayan tüketicilerin, gerçek benliklerini yansıtan ürünleri; materyalist tüketicilerin ise ideal benliklerini destekleyen ürünleri tercih ettikleri belirlenmiştir

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Cite This Article

BAŞAR, E. E., TÜRK, B., ÜNAL, S. (2015). An Investigation of Self-Image Congruence Differences between Materialistic and Non-Materialistic Consumers. Bogazici Journal: Review of Social, Economic and Administrative Studies, Cilt: 29 - Sayı: 2, 41–57. https://ajindex.com/articles/143233

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