Tüketicilerin Benlik Saygısı, Tüketici Materyalizmi ve Başkalarından Geri Kalmama Arzularının Gösterişçi Tüketim Bağlamında Değerlendirilmesi

Yıl 2025, Cilt: 10 Sayı: 1, 450 - 465, 30.06.2025

Özer Yılmaz , Fatma Zeybek Pınarbaşı , Itır Hasırcı

Öz

Hızla dönüşen tüketim dünyası, tüketicilerin sosyal bir kimlik oluşturmasının yolu haline gelerek köklü değişimler göstermiştir. Bu bağlamda araştırmada; tüketicilerin benlik saygısı, gösterişçi tüketimi, tüketici materyalizmi ve başkalarından geri kalmama arzuları arasındaki ilişkiler incelenmiştir. Bu kapsamda, Bandırma ilçesindeki bulunan 363 tüketiciye online anket çalışmasından ele edilen veriler, Jamovi 2.6 paket programı ve R programlama dili temelli Syntax ile analiz edilmiştir. Elde edilen bulgular, tüketicilerin benlik saygısı arttığında, başkalarından geri kalmama arzularının ve materyalizmin azalışa geçtiğini göstermektedir. Bununla birlikte başkalarından geri kalmama arzusunda olan tüketicilerin gösterişçi tüketime yöneldikleri ve materyalizme yönelen tüketicilerin gösterişçi tüketime yatkın oldukları anlaşılmaktadır.

Anahtar Kelimeler

Gösterişçi tüketim , Benlik saygısı , Tüketici materyalizmi , Başkalarından geri kalmama arzusu.

Evaluation of Consumers’ Self-Esteem, Consumer Materialism and Their Desire to Remain Ahead of Others in the Context of Conspicuous Consumption

Öz

The rapidly changing world of consumption has shown radical changes as it has become a way for consumers to create a social identity. In this context, the research examined the relationships between consumers’ self-esteem, conspicuous consumption, consumer materialism and their desire to keep up with others. In this context, the data from the online survey of 363 consumers in the Bandırma district were analyzed with the Jamovi 2.6 package program and R programming language-based Syntax. The findings show that when consumers’ self-esteem increases, their desire to keep up with others and materialism decreases. However, it is understood that consumers who desire to keep up with others tend to engage in conspicuous consumption, and materialistic consumers are prone to conspicuous consumption.

Anahtar Kelimeler

Conspicuous consumption , Self-esteem , Consumer materialism , Consumer susceptibility to interpersonal desire.

Kaynakça

• Abrams, D. (1994). Social Self-Regulation. Personality and Social Psychology Bulletin, 20(5), 473-483.
• Akçalı, İ., & Hacıoğlu, G. (2022). Sosyal Medya Kullanım Sıklığının Tüketicilerin Kompulsif Satın Alma Davranışlarına Etkisi: Gösterişçi Tüketim ve Materyalizmin Aracılık Rolü. Pazarlama Teorisi ve Uygulamaları Dergisi, 8(1), 103-127.
• Akers, R. L., & Jennings, W. G. (2015). Social Learning Theory. The Handbook of Criminological Theory, 230-240.
• Akın, M. S. (2021). Benlik Kurgusu ve Materyalizmin Gösterişçi Tüketim Eğilimine Etkisi. Doğuş Üniversitesi Dergisi, 22(1), 219-239.
• Aktaş, S. (2011). 9. Sınıfta Anne Baba Tutumları ve Benlik Saygısı Arasındaki İlişkinin Bazı Değişkenler Açısından İncelenmesi. Yüksek Lisans Tezi. Konya: Selçuk Üniversitesi.
• Arslan, A., Yılmaz, Ö., & Boz, H. (2018). Destinasyon seçiminde yenilik arama davranişi. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 30, 29-40.
• Bahri-Ammari, N., Coulibaly, D., & Mimoun, M. S. B. (2020). The Bandwagon Luxury Consumption in Tunisian Case: The Roles of Independent And Interdependent Self Concept. Journal of Retailing and Consumer Services, 52, 101903.
• Baltacı, A. (2020). Tüketici Davranışlarında Benlik Saygısı Kavramı: Bir Literatür Taraması. Bucak İşletme Fakültesi Dergisi, 3(2), 257-269.
• Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of Consumer Susceptibility to Interpersonal Influence. Journal of Consumer Research, 15(4), 473-481.
• Belk, R. W. (1985). Materialism: Trait Aspects of Living in the Material World. Journal of Consumer research, 12(3), 265-280.
• Belk, R. W. (1988). Possessions and The Extended Self. Journal of Consumer Research, 15(2), 139-168.
• Bentler, P. M. (1990). Comparative Fit Indexes in Structural Models. Psychological Bulletin, 107(2), 238.
• Braun, O. L., & Wicklund, R. A. (1989). Psychological Antecedents of Conspicuous Consumption. Journal of Economic Psychology, 10(2), 161-187.
• Brunstein, J. C., & Gollwitzer, P. M. (1996). Effects of Failure on Subsequent Performance: The Importance of Self-Defining Goals. Journal of Personality and Social Psychology, 70(2), 395.
• Chacko, P. S., Prashar, S., & Ramanathan, H. N. (2018). Assessing The Relationship Between Materialism and Conspicuous Consumption: Validation in the Indian Context. Asian Academy of Management Journal, 23(2), 143-159.
• Chang, L., & Arkin, R. M. (2002). Materialism as an Attempt to Cope With Uncertainty. Psychology & Marketing, 19(5), 389-406.
• Chaplin, L. N., & John, D. R. (2007). Growing Up in a Material World: Age Differences in Materialism in Children and Adolescents. Journal of Consumer Research, 34(4), 480-493.
• Chaudhuri, H. R., Mazumdar, S., & Ghoshal, A. (2006). Conspicuous Consumption Orientation: Conceptualisation, Scale Development And Validation. Journal of Consumer Behaviour, 10(4): 216-224. doi: https://doi.org/10.1002/cb.364
• Chaudhuri, R. H., Mazumdar, S., & Ghoshal, A. (2011). Conspicuous Consumption Orientation: Conceptualisation, Scale Development and Validation. Journal of Consumer Behaviour, 10(4), 216-224.
• Coopersmith, S. (1967). The Antecedents of Self. Psychology, 73, 1246-1256.
• Crocker, J., & Park, L. E. (2004). The Costly Pursuit of self-esteem. Psychological Bulletin, 130(3), 392-414.
• Das, G., Agarwal, J., Malhotra, N. K., & Varshneya, G. (2019). Does Brand Experience Translate into Brand Commitment?: A Mediated-Moderation Model of Brand Passion and Perceived Brand Ethicality. Journal of Business Research, 95, 479-490.
• Dilek, H., & Aksoy, A. (2013). Ergenlerin Benlik Saygısı ile Anne-Babalarının Benlik Saygısı Arasındaki İlişkinin İncelenmesi. Ahi Evran Üniversitesi Kırşehir Eğitim Fakültesi Dergisi, 14(3), 95-109.
• Doğan, T. (2011). İki boyutlu Benlik Saygısı: “Kendini Sevme/Özyeterlik Ölçeği’nin Türkçe Uyarlaması, Geçerlik ve Güvenirlik Çalışması”. Eğitim ve Bilim, 36(162).
• Doğan, T., & Eryılmaz, A. (2013). Benlik Saygısı ve Öznel İyi Oluş Arasındaki İlişkilerin İncelenmesi. Pamukkale Üniversitesi Eğitim Fakültesi Dergisi, 33(33), 107-117.
• Doğan, U., Dinç, Y., & Gökdeniz, İ. (2017). Beden İmajı Memnuniyetinin ve Materyalist Eğilimlerin Gösterişçi Tüketim Üzerine Etkisi: Karşılaştırmalı Bir Araştırma. Ekonomi İşletme Siyaset ve Uluslararası İlişkiler Dergisi, 3(2), 1-40.
• Eastman, J. K., & Iyer, R. (2023). Measuring The Bandwagon Effect: Development of a Generalized Bandwagon Luxury Motivation Scale. Journal of Consumer Behaviour, 22(4), 801-817.
• Esmer, B., & Sümer, S. I. (2023). Effect of Social Media on Conspicuous Consumption through Bandwagon and Snob Effects: A Structural Equation Modelling. Third Sector Social Economic Review, 58(2), 1042-1064.
• Festinger, L. (1954). A Theory of Social Comparison Processes. Human Relations, 7(2), 117-140.
• Firat, A. F., & Venkatesh, A. (1993). Postmodernity: The Age of Marketing. International Journal of research in Marketing, 10(3), 227-249.
• Gentina, E., Shrum, L. J., Lowrey, T. M., Vitell, S. J., & Rose, G. M. (2018). An Integrative Model of the Influence of Parental And Peer Support on Consumer Ethical Beliefs: The Mediating Role of Self-Esteem, Power, and Materialism. Journal of Business Ethics, 150, 1173-1186.
• Gil, L. A., Kwon, K. N., Good, L. K., & Johnson, L. W. (2012). Impact of Self on Attitudes Toward Luxury Brands Among Teens. Journal of Business Research, 65(10), 1425-1433.
• Goudge, D., Good, M. C., Hyman, M. R., & Aguirre, G. (2017). Modeling Specialty Store Customers’ Buy/No-Buy Decisions. International Journal of Retail & Distribution Management, 45(12), 1260-1276.
• Grubb, E. L., & Grathwohl, H. L. (1967). Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach. Journal of Marketing, 31(4), 22-27.
• Gupta, N., & Singh, R. A. (2019). Role of Materialism in Influencing Self-esteem. SIS Journal of Projective Psychology & Mental Health, 26(1).
• Güloğlu, B., & Karaırmak, Ö. (2010). Üniversite Öğrencilerinde Yalnızlığın Yordayıcısı Olarak Benlik Saygısı ve Psikolojik Sağlamlık. Ege Eğitim Dergisi, 11(2), 73-88.
• Haddadi Barzoki, M., Tavakol, M., & Vahidnia, A. (2014). Effects of Sexual Objectification on Conspicuous Consumption and Materialism. Sexuality Research and Social Policy, 11, 153-162.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th Ed.). Pearson.
• Hasırcı, I., Örücü, E., & Kurt, P. (2023). Benlik Saygısı, Yalnızlık ve Problemli İnternet Kullanımı İlişkisi: Üniversite Öğrencileri Üzerine Bir Araştırma. Akademik Hassasiyetler, 10(21), 116-142.
• Holt, D. B. (1995). How Consumers Consume: A Typology of Consumption Practices. Journal of Consumer Research, 22(1), 1-16.
• Howell, D. C. (2007). The Treatment of Missing Data. The Sage Handbook of Social Science Methodology, 208-224.
• Inseng Duh, H., Yu, H., & Ni, Y. (2021). Chinese Millenials’ Happiness and Materialism: Explanations from Two Life‐Course Theories, Self‐Esteem, and Money‐Attitudes. Journal of Consumer Affairs, 55(4), 1306-1332.
• Jain, S. (2024). Factors Influencing Online Luxury Purchase Intentions: The Moderating Role of Bandwagon Luxury Consumption Behavior. South Asian Journal of Business Studies, 13(1), 90-117.
• Jalees, T., Khan, S., Zaman, S. I., & Miao, M. (2024). The Effect of Religiosity, Materialism And Self-Esteem on Compulsive And İmpulsive Buying Behavior. Journal of Islamic Marketing, 15(11), 2697-2731.
• James, W. (1890). The Principles of Psychology. New York: Dover.
• Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2015). Likert Scale: Explored and Explained. British Journal of Applied Science & Technology, 7(4), 396-403.
• Kim, S.A. (2015). The Influence of Three Fundamental Factors on Conspicuous Consumption. Doktora Tezi. New Zealand: Auckland University of Technology.
• Kline, R. B. (2023). Principles And Practice of Structural Equation Modeling. Guilford Publications.
• Lascu, D. N., Bearden, W. O., & Rose, R. L. (1995). Norm Extremity and Interpersonal Influences on Consumer Conformity. Journal of Business Research, 32(3), 201-212.
• Lascu, D. N., & Zinkhan, G. (1999). Consumer Conformity: Review and Applications for Marketing Theory and Practice. Journal of Marketing Theory And Practice, 7(3), 1-12.
• Lennox, R. D., & Wolfe, R. N. (1984). Revision of The Self-Monitoring Scale. Journal of Personality and Social Psychology, 46(6), 1349-1364.
• Lewis, A., & Moital, M. (2016). Young Professionals’ Conspicuous Consumption of Clothing. Journal of Fashion Marketing and Management, 20(2), 138-156.
• McGuire, W. (1968). Personality and Susceptibility to Social Influence. Handbook of Personality Theory And Research.
• Muncy, J. A., & Eastman, J. K. (1998). Materialism and Consumer Ethics: An Exploratory Study. Journal of Business Ethics, 17(2), 137-145.
• Nagpaul, T., & Pang, J. S. (2017). Extrinsic and Intrinsic Contingent Self‐Esteem and Materialism: A Correlational And Experimental Investigation. Psychology & Marketing, 34(6), 610-622.
• Niesiobędzka, M. (2018a). An Experimental Study of the Bandwagon Effect in Conspicuous Consumption. Current Issues in Personality Psychology, 6(1), 26-33.
• Niesiobędzka, M. (2018b). Relations Between Conspicuous Consumption and Materialism. Kultura I Edukacja, 4(122), 77-93.
• O’cass, A., & McEwen, H. (2004). Exploring Consumer Status and Conspicuous Consumption. Journal of Consumer Behaviour: An International Research Review, 4(1), 25-39.
• Orth, U. & Robins, R.W. (2014). The Development of Self-Esteem. Current Directions in Psychological Science, 23, 381-387.
• Öztek, M., & Çengel, Ö. (2020). The Role of Self-Esteem And Materialism on Conspicuous Consumption Tendency: A Futuristic Approach. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 19(37), 535-550.
• Page, C. (1992). A History of Conspicuous Consumption içinde: F. Rudmin & M. Richins (Ed.), Workshop on Materialism and Other Consumption Orientations Conference Proceedings (s. 82-87). Association of Consumer Research, Provo, UT.
• Parıltı, N., & Tunç, T. (2018). The Effect of Self-Esteem And Trait Anxiety on Bandwagon Luxury Consumption Behavior: Sample of A State And Private University. Abasyn Journal of Social Sciences, 11(2), 254-279.
• Park, J. K., & John, D. R. (2011). More Than Meets The Eye: The İnfluence of Implicit and Explicit Self-Esteem on Materialism. Journal of Consumer Psychology, 21(1), 73-87.
• Park, C. W., & Lessig, V. P. (1977). Students and housewives: Differences in Susceptibility to Reference Group Influence. Journal of Consumer Research, 4(2), 102-110.
• Petty, R. E. (2018). Attitudes and Persuasion: Classic and Contemporary Approaches. Routledge
• Pine, B. J., & Gilmore, J. H. (2011). The Experience Economy. Harvard Business Press.
• Podoshen, J. S., Li, L., & Zhang, J. (2011). Materialism and Conspicuous Consumption in China: A Cross‐Cultural Examination. International Journal of Consumer Studies, 35(1), 17-25.
• Richins, M., & Fournier, S. (1991). Some Theoretical and Popular Notions Concerning Materialism. Journal of Social Behavior and Personality, 6(6), 403-414.
• Richins, M. L., & Dawson, S. (1992). A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation. Journal of Consumer Research, 19(3), 303-316.
• Richins, M. L. (2004). The Material Values Scale: Measurement Properties and Development of a Short Form. Journal of Consumer Research, 31(1), 209-219.
• Rosenberg, M. (1965). Society and The Adolescent Self-Image. New Jersey: Princeton University Press.
• Sahin, O., & Nasir, S. (2022). The Effects of Status Consumption and Conspicuous Consumption on Perceived Symbolic Status. Journal of Marketing Theory and Practice, 30(1), 68-85.
• Sargın, S., & Koçer, L. L. (2020). Marka Kişiliği ve Benlik Saygısı Kavramlarının Tüketici Satın Alma Tarzları Üzerindeki Etkisi: Üniversite Öğrencileri Üzerine Bir Uygulama. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi,50, 23-57.
• Sarkar, A., & Roy, S. (2016). Validating a Scale to Measure Consumer’s Luxury Brand Aspiration. Journal of Product & Brand Management, 25(5), 465-478.
• Segal, B., & Podoshen, J. S. (2013). An Examination of Materialism, Conspicuous Consumption and Gender Differences. International Journal of Consumer Studies, 37(2), 189-198.
• Sharma, V. M., & Klein, A. (2020). Consumer Perceived Value, Involvement, Trust, Susceptibility to Interpersonal Influence, and Intention to Participate in Online Group Buying. Journal of Retailing and Consumer Services, 52, 101946.
• Shaikh, S. (2019). The Malleable Self-Concept-Relationships between Young Adolescents’ Self-Concept and Bandwagon Luxury Consumption. Journal of Marketing Development and Competitiveness, 13(5), 1-12.
• Shukla, P. (2008). Conspicuous Consumption Among Middle Age Consumers: Psychological And Brand Antecedents. Journal of Product & Brand Management, 17(1), 25-36.
• Sivanathan, N., & Pettit, N. C. (2010). Protecting The Self Through Consumption: Status Goods As Affirmational Commodities. Journal of Experimental Social Psychology, 46(3), 564-570.
• Solberg, E. G., Diener, E., & Robinson, M. D. (2004). Why are Materialists Less Satisfied? içinde: T. Kasser & A. D. Kanner (Ed.), Psychology and Consumer Culture: The Struggle for a Good Life in a Materialistic World (s. 29-48). American Psychological Association. https://doi.org/10.1037/10658-003
• Souiden, N., M’Saad, B., & Pons, F. (2011). A Cross-Cultural Analysis of Consumers’ Conspicuous Consumption of Branded Fashion Accessories. Journal of International Consumer Marketing, 23(5), 329-343.
• Stafford, J. E., & Cocanougher, B. A. (1977). Reference Group Theory. Selected Aspects of Consumer Behavior, 361-380.
• Swimberghe, K. R., Astakhova, M., & Wooldridge, B. R. (2014). A New Dualistic Approach to Brand Passion: Harmonious and Obsessive. Journal of Business Research, 67(12), 2657-2665.
• Şimşek, Ö. F. (2020). Yapısal Eşitlik Modellemesine Giriş: Temel İlkeler ve LISREL Uygulamaları. www.yapısalesitlik.com
• Tafarodi, R. W., & Swann Jr, W. B. (2001). Two-Dimensional Self-Esteem: Theory and Measurement. Personality and Individual Differences, 31(5), 653-673.
• Taylor, S.E., & Brown, J.D. (1988). Illusion And Well-Being: A Social Psychological Perspective on Mental Health. Psychological Bul/etin, 110, 67-85.
• Teng, F., You, J., Poon, K. T., Yang, Y., You, J., & Jiang, Y. (2017). Materialism Predicts Young Chinese Women’s Self-Objectification and Body Surveillance. Sex Roles, 76, 448-459.
• Terry, D. J., & Hogg, M. A. (1996). Group Norms and The Attitude-Behavior Relationship: A Role for Group Identification. Personality and Social Psychology Bulletin, 22(8), 776-793.
• Tokmak, G. (2019). Materyalist Eğilim ve Tüketici Ahlakının Gösterişçi Tüketim Eğilimi Üzerindeki Etkisi. IBAD Sosyal Bilimler Dergisi, (5), 359-378.
• Tözün, M. (2010). Benlik Saygısı. Actual Medicine, 18(7), 52-57.
• Trigg, A. B. (2001). Veblen, Bourdieu, and Conspicuous Consumption. Journal of Economic Issues, 35(1), 99-115.
• Trzcińska, A., & Sekścińska, K. (2021). Financial Status And Materialism-The Mediating Role of Self-Esteem. Australian Journal of Psychology, 73(4), 557-568.
• Tsai, J., Fridman, N., Bowring, E., Brown, M., Epstein, S., Kaminka, G. A., Marsella, S., Ogden, A., Rika, I., Sheel, A., Taylor, M., Wang, X., Zilka, A., & Tambe, M. (2011). ESCAPES: Evacuation Simulation With Children, Authorities, Parents, Emotions, And Social Comparison. AAMAS, 11, 457-464.
• Türkay, O., Korkutata, A., & Yılmaz, Ö. (2018). Does Animation Services Really Matter? Place of Animation Services in the Perceived Quality-Overall Satisfaction Model. Journal of Tourism and Services, 9(16).
• Uygun, S., Şahin, Ç., & Okur, E. (2010). Study on Development of Sensitivity Scale for Teaching Profession. 2nd International Symposium on Sustainable Development, Sarajevo, June 8-9.
• Xie, X., Tang, X., Rapp, H. Tong, D., & Wang, P. (2020). Does Forgiveness Alleviate Depression After Being Phubbed for Emerging Adults? The Mediating Role of Self-Esteem. Computers in Human Behavior, 109, 1-7.
• Veblen, T. (1934). The Theory of the Leisure Class (New York: Modern Library). The Unequal Effects of Liberalization: Evidence from Dismantling the License Raj in India.
• Veblen, T. (1899). The Theory of the Leisure Class. Routledge. London
• Wang, R., Liu, H., & Jiang, J. (2020). Does Socioeconomic Status Matter? Materialism and Self-Esteem: Longitudinal Evidence from China. Current Psychology, 1-10.
• Wicklund, R. A., & Gollwitzer, P. M. (1981). Symbolic Self-Completion, Attempted Influence, and Self-Deprecation. Basic and Applied Social Psychology, 2(2), 89-114.
• Wong, N. Y. (1997). Suppose You Own The World And No One Knows? Conspicuous Consumption, Materialism and Self. Advances in Consumer Research, 24(1).
• Wu, Z., Luo, J., Schroeder, J. E., & Borgerson, J. L. (2017). Forms of Inconspicuous Consumption: What Drives Inconspicuous Luxury Consumption in China?. Marketing Theory, 17(4), 491-516.
• Yılmaz, Ö. (2016). Bankacılıkta İlişkisel Pazarlama Faaliyetlerinin, Tekrar Satın Alma Niyeti Üzerine Etkisinde İlişkisel Kalite Algısının Aracılık Rolü Üzerine Bir Araştırma. Business & Management Studies: An International Journal, 4(2), 142-161.
• Yuan, K. H., & Gomer, B. (2021). An Overview of Applied Robust Methods. British Journal of Mathematical and Statistical Psychology, 74, 199-246.
• Yurchisin, J., & Johnson, K. K. (2004). Compulsive Buying Behavior and Its Relationship to Perceived Social Status Associated With Buying, Materialism, Self‐Esteem, and Apparel‐Product Involvement. Family and Consumer Sciences Research Journal, 32(3), 291-314.
• Zakaria, N., Wan-Ismail, W. N. A., & Abdul-Talib, A. N. (2020). Seriously, Conspicuous Consumption? The Impact of Culture, Materialism and Religiosity on Malaysian Generation Y Consumers’ Purchasing of Foreign Brands. Asia Pacific Journal of Marketing and Logistics, 33(2), 526-560.
• Zeigler-Hill, V., & Terry, C. (2007). Perfectionism and Explicit Self-Esteem: The Moderating role of Implicit Self-Esteem. Self and Identity, 6(2-3), 137-153.
• Zeybek, F. (2024). Eko-Etiketli Kişisel Bakım Ürünlerine Yönelik Tutumların Satın Alma Davranışı Üzerindeki Etkisi. Doktora tezi. Bandırma: Bandırma Onyedi Eylül Üniversitesi.
• Zhang, Y., & Hawk, S. T. (2019). Considering The Self in the Link Between Self-Esteem and Materialistic Values: The Moderating Role of Self-Construal. Frontiers in Psychology, 10, 1375.
• Zinbarg, R. E., Revelle, W., & Yovel, I. (2007). Estimating ωh for Structures Containing Two Group Factors: Perils and Prospects. Applied Psychological Measurement, 31(2), 135-157.