BENLİK, KENDİNİ İZLEME VE GÖSTERİŞÇİ TÜKETİM İLİŞKİSİNE YÖNELİK BİR ARAŞTIRMA

Yıl 2019, Cilt: 9 Sayı: 2, 361 - 390, 01.07.2019

Eda Yılmaz Alarçin

Öz

Tüketiciler sahip oldukları benliğe bağlı olarak üyesi olmak istedikleri ya da oldukları referans grupları içerisinde belirli davranışlar sergilemektedirler. Bu davranışları o gruba ait olmak, o gruptan bir kabul almak için zaman zaman değiştirmekte ve kendi davranışlarını bu uğurda sürekli izlemektedirler. Bu noktada kişinin oluşturduğu imajı destekleyen; referans gruplarında daha fazla tanınmasına, onay almasına olanak sağlayan en önemli değişkenlerden birisi gösteriştir. Kişi, satın aldığı markalar ile bulunduğu grup tarafından değerlendirilebilmektedir. Bu nedenle tüketici, kendisine statü sağlayacak markaları daha fazla satın alma eğilimi gösterebilmektedir. Bu çalışmanın amacı benlik kavramı ve kendini izleme ile gösterişçi tüketim arasında anlamlı bir ilişkinin var olup olmadığının ölçülmesidir. Ayrıca kendini izleme ve gösterişçi tüketim eğiliminin demografik özelliklere göre farklılaşıp farklılaşmadığı da test edilmektedir. Üniversite öğrencileri üzerinde uygulanan bu çalışmada veri toplama yöntemi olarak anket kullanılmış ve 400 kişi ile yüz yüze görüşme yapılmıştır. Bu araştırmada birbiriyle ilişkili çok sayıdaki değişkeni az sayıda, anlamlı ve birbirinden bağımsız faktörler haline getirmek amacıyla çok değişkenli istatistik tekniklerinden olan “keşfedici faktör analizi”nden ve faktör grupları arasında anlamlı bir ilişkinin olup olmadığını ölçmek için “korelasyon analizi”nden yararlanılmıştır. Bunun yanı sıra fark testlerinden “bağımsız gruplar t- testi” kullanılmıştır.

Anahtar Kelimeler

Benlik, Kendini İzleme, Gösterişçi Tüketim

A Study on the Relationship Between Self- Consept, Self- Monitoring and Conspicuous Consumption

Öz

Consumers exhibit specific behaviors within the reference groups which they belong to or they want to be a member of, depending on the self they have. They change these behaviors from time to time either to belong that group or to get an acceptance from that group and they are constantly following their own behavior for this cause. At this point, one of the most important variables that allow them to get more recognition and approval in the reference groups and that support the image created by the person is the conspicuous. The person can be evaluated with by the group members within the group in which he is involved for the brands he purchased. Therefore, the consumer may tend to buy more the brands that will provide him a status. The aim of this study is to measure whether there is a significant relationship between self-concept and self-monitoring with conspicuous consumption. It is also tested whether the self-monitoring and conspicuous consumption trend differs according to demographic characteristics. In this study applied on university students, a questionnaire was used as a data collection method and a face-to-face interview was conducted with 400 people. In this research, exploratory factor analysis, which is one of the multivariate statistical techniques, has been used to make a large number of interrelated variables a few, meaningful and independent factors; correlation analysis has been used to determine whether there was a significant relationship between factor groups. In addition, independent groups t-test was used for the difference tests.

Anahtar Kelimeler

Self- Concept, Self- Monitoring, Conspicuous Consumption

Kaynakça

• Amaldoss, W. ve Jain, S. (2005). Conspicuous consumption and sophisticated thinking. Management Science, 51(10), 1449–1466.
• Arip, M. A. S. M, Saad, F. M., Rahman, A. M. A., Salim, S. S. S. ve Bistaman, M. N. (2013). Translation, validity and reliability of multidimensional self- concept scale (MSCS) questionnaire among Malaysian teenagers. Procedia - Social and Behavioral Sciences, 84, 1455 –1463.
• Aslan, E. (1992). Benlik kavramı ve bireyin yaşamındaki etkileri. M.Ü. Atatürk Eğitim Fakültesi Eğitim Bilimleri Dergisi, 4, 7-14.
• Bagwell, L. S. ve Bernheim, B. D. (1996). Veblen effects in a theory of conspicuous consumption. The American Economic Review, 86(3), 349-373.
• Bong, M. ve Clark, R.E. (1999). Comparison between self-concept and self-efficacy in academic motivation research. Educational Psychologist, 34(3), 139-153.
• Bracken, B. A. ve Lamprecht, M. S. (2003). Positive self-concept: an equal opportunity construct. Social Psychology Quarterly, 18(2), 103-121.
• Burnett, P. C., Craven, R. G. ve Marsh, H. W. (1999). Enhancing students' self-concepts and related constructs: a critical longitudinal analysis capitalising on and combining promising enhancement techniques for educational settings. AARE-NZARE Conference 1999, Victoria, Melbourne, Australia.
• Chaudhuri, H. R., Mazumdar, S. ve Ghoshal, A. (2011). Conspicuous consumption orientation: conceptualisation, scale development and validation. Journal of Consumer Behaviour, 10, 216-224.
• Chen, J., Aung, M., Zhou, L. ve Kanetkar, V. (2005). Chinese ethnic identification and conspicuous consumption: are there moderators or mediators effect of acculturation dimensions? Journal of International Consumer Marketing, 17(2/3), 117-136.
• Corneo, G. ve Jeanne, O. (1997). Conspicuous consumption, snobbism and conformism. Journal of Public Economics, 66, 55-71.
• Fine, L. M. ve Gardial, S. F. (1990). The effect of self-monitoring and similarity on salesperson inferential processes. Journal of Personal Selling & Sales Management, 10, Fall, 7-16.
• Gangestad, S. W. ve Snyder, M. (2000). Self-monitoring: appraisal and reappraisal. Psychological Bulletin, 126(4), 530-555.
• Eckhardt, G. M., Belk, R. W. ve Wilson, J. A. J. (2015). The rise of inconspicuous consumption. Journal of Marketing Management, 31(7-8), 807-826.
• Grubb, E. L. ve Grathwohl, H. L. (1967). Consumer self-concept, symbolism and market behavior: a theoretical approach. Journal of Marketing, 31, 22-27.
• Hattie, J. (2003). The status and direction of self-concept research: the importance of importance. Human Development Conference, Waiheke Island, July.
• Hawkins, D. I., Mothersbaugh, D. L. ve Mookerjee, A. (2010). Consumer behavior: building marketing strategy (11. baskı). New Delhi: Tata McGraw-Hill.
• https://istatistik.yok.gov.tr/ Erişim Tarihi: 12.11.2018.
• John, A. V. ve Brady, M. P. (2010). Consumer ethnocentrism and conspicuous consumption of domestic and foreign consumer goods in Mozambique, a less-developed SADC country. Irish Journal of Management, 41-72.
• Kim, D.H., Yoo, J.J. ve Lee, W.N. (2018). The influence of self-concept on ad effectiveness: interaction between self-concept and construal levels on effectiveness of advertising. Journal of Marketing Communications, 24(7), 734-745.
• Langheinrich, J., Schönfelder, M. ve Bogner, F. X. (2016). Measuring the computer-related self-concept. Journal of Educational Computing Research, 54(3), 352–370.
• Lennox, R. D. ve Wolfe R. N. (1984). Revision of the self-monitoring scale. Journal of Personality and Social Psychology, 46(6), 1349-1364.
• Leone, C. (2006). Self-monitoring: individual differences in orientations to the social world. Journal of Personality, 74(3), 633-657.
• Mann, B. J. S. ve Sahni, S. K. (2015). Exploring the drivers of status consumption for the wedding occasion. International Journal of Market Research, 57(2), 179-202.
• Marcoux, J.S., Filiatrault, P. ve Cheron, E. (1997). The attitudes underlying preferences of young urban educated polish consumers towards products made in western countries. Journal of International Consumer Marketing, 9(4), 5-29.
• Mason, R. S. (1983). Conspicuous consumption: a study of exceptional consumer behaviour. Journal of Economic Issues, 17(3), 791-799.
• O’Cass, A. (2000). A psychometric evaluation of a revised version of the Lennox and Wolfe revised self-monitoring scale. Psychology & Marketing, 17(5), 397–419.
• O’Cass, A. ve McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour, 4(1), 25-39.
• Podoshen, J. S. ve Andrzejewski, S. A. (2012). An examination of the relationships between materialism, conspicuous consumption, impulse buying, and brand loyalty. Journal of Marketing Theory and Practice, 20(3), 319–333.
• Rose, P. ve DeJesus, S. P. (2007). A model of motivated cognition to account for the link between self-monitoring and materialism. Psychology & Marketing, 24(2), 93–115.
• Scott, B. A., Barnes, C. M. ve Wagner, D. T. (2012). Chameleonic or consistent? A multilevel investigation of emotional labor variability and self- monitoring. Academy of Management Journal, 55(4), 905-926.
• Scott, M. L., Mende, M. ve Bolton, L. E. (2013). Judging the book by its cover? How consumers decode conspicuous consumption cues in buyer–seller relationships. Journal of Marketing Research, L, June, 334–347.
• Shaffer, J. A., Li, A. ve Bagger, J. (2015). A moderated mediation model of personality, self-monitoring, and OCB. Human Performance, 28, 93–111.
• Sirgy, M. J. (1982). Self-concept in consumer behavior: a critical review. Journal of Consumer Research, 9, 287-300.
• Snyder, M. (1974). Self-monitoring of expressive behavior. Journal of Personality Social Psychology, 20(4), 526-537.
• Snyder, M. ve Gangestad, S. (1986). On the nature of self-monitoring: matters of assessment, matters of validity. Journal of Personality and Social Psychology, 51(1), 125-139.
• Tabachnick, B.G. ve Fidell, L.S. (2013). Using multivariate statistics (6. baskı). Boston: Pearson.
• Taylor, D.G. ve Strutton, D. (2016). Does facebook usage lead to conspicuous consumption? Journal of Research in Interactive Marketing, 10(3), 231-248.
• Thakur, A. ve Kaur, R. (2015). Relationship between self-concept and attitudinal brand loyalty in luxury fashion purchase: a study of selected global brands on the Indian market. Management, 20(2), 163-180.
• Todd, S. (2001). Self- concept: a tourism application. Journal of Consumer Behavior, 1-2, 184-196.
• Truong, Y., Simmons, G., McCollc, R. ve Kitchen, P.J. (2008). Status and conspicuousness – are they related? Strategic marketing implications for luxury brands. Journal of Strategic Marketing, 16(3), 189-203.
• Veblen, T. (1994). The theory of the leisure class. New York: Courier Corporation.
• Wang, Y. ve Griskevicius, V. (2014). Conspicuous consumption, relationships, and rivals: women’s luxury products as signals to other women. Journal of Consumer Research, 40, February, 834-854.
• Waugh, R. F. (2001). Measuring ideal and real self- concept on the same scale, based on a multifaceted, hierarchical model of self- concept. Educational and Psychological Measurement, 61(1), 85-101.
• Wilkins, J. L. M. (2004). Mathematics and science self- concept: an international investigation. The Journal of Experimental Education, 72(4), 331-346.
• Zikmund, W. G. ve d’Amico, M. (2002). Effective marketing: creating and keeping customers in an e- commerce world (3. baskı). South Western: Thomson Learning.