THE EFFECT OF SOCIAL NORM, REFERENCE GROUP, AND SELF-DISCREPANCY ON CONSUMPTION PRACTICES: SECRET ALCOHOL CONSUMPTION

Yıl 2023, Sayı: 39, 30 - 47, 30.04.2023

Doğan Başaran , Ayla Özhan Dedeoğlu

https://doi.org/10.18092/ulikidince.1148644

Öz

The present study investigates the relationship of self-discrepancy theory and social identity theory with secrecy and consumption. The effects of reference groups and social norms on consumption preferences and the effects of preference conflicts on consumption practices were investigated. The theoretical model of the study focusing on secret alcohol consumption was tested with structural equation modeling. The findings reveal that social norms and reference groups have significant effects on self-conflict and therefore on secret consumption tendency. In the face of the strict norms of the society and the negative attitudes of the close environment, self-conflict can lead to the practice of secret consumption. This study, which reveals the effects of social norms and negative attitudes of the immediate environment on self-conflict and therefore on secret consumption, also contributes to the literature of secret consumption and social identity theory and self-discrepancy theories. Since there are limited studies examining the relationship between secrecy and consumption in the literature, this research enriches the secret consumption literature.

Anahtar Kelimeler

secret consumption, social norm, reference group, social identity theory, self-discrepancy theory

SOSYAL NORM, REFERANS GRUP VE BENLİK TUTARSIZLIĞININ TÜKETİM PRATİKLERİNE ETKİSİ: GİZLİ ALKOL TÜKETİMİ

Öz

Benlik tutarsızlığı teorisinin (self-discrepancy theory) ve sosyal kimlik teorisinin gizlilik ve tüketimle olan ilişkisinin araştırıldığı bu çalışmayla tercih çatışmasının tüketim pratiklerine nasıl etki ettiği ortaya konulmuş olup referans grup etkisi ve sosyal normların etkileri araştırılmıştır. Gizli alkol tüketimine odaklanan çalışmanın kuramsal modeli yapısal eşitlik modellemesiyle test edilmiştir. Bulgular sosyal normların ve referans grupların benlik tutarsızlığı ve dolayısıyla da gizli tüketim eğilimi üzerinde anlamlı etkisi olduğunu göstermektedir. Toplumun katı normları ve yakın çevrenin olumsuz tutumu karşısında tüketicilerde oluşabilen benlik tutarsızlığı gizli tüketim pratiğine yol açabilmektedir. Sosyal normların ve yakın çevrenin olumsuz tutumlarının benlik tutarsızlığı ve dolayısıyla da gizli tüketime etkisini ortaya koyan bu çalışma aynı zamanda, gizli tüketim ve sosyal kimlik teorisi ve benlik tutarsızlığı teorileri alanında literatüre katkı sağlanmaktadır. Literatürde gizlilik ve tüketim ilişkisinin incelendiği sayılı miktarda araştırma olması nedeniyle bu araştırma gizli tüketim literatürünü zenginleştirmesi bakımından önem ifade etmektedir.

Anahtar Kelimeler

gizli tüketim, sosyal norm, referans grup, sosyal kimlik teorisi, benlik tutarsızlığı teorisi

Kaynakça

• Ariely, D. ve Levav, J. (2000). Sequential Choice in Group Settings: Taking the Road Less Traveled and Less Enjoyed. Journal of Consumer Research, 27(3), 279–290.
• Arnould, E. J., ve Price, L. L. (2000). Authenticating Acts and Authoritative Performances: Questing for Self and Community. The Why of Consumption: Contemporary Perspectives on Consumers Motives, Goals, and Desires, (ed. S. Ratneshwar, D. G. Mick, C. Huffman), Londra: Routledge, 140-163.
• Bagozzi, R. P., ve Yi, Y. (1988). On The Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1), 74-94.
• Bamberger, P., ve Biron, M. (2007). Group Norms and Excessive Absenteeism: The Role of Peer Referent Others. Organizational Behavior and Human Decision Processes, 103(2), 179–196.
• Barnett, M. D., ve Womack, P. M. (2015). Fearing, Not Loving, The Reflection: Narcissism, Self-Esteem, and Self-Discrepancy Theory. Personality and Individual Differences, 74, 280-284.
• Başaran, D., ve Özhan Dedeoğlu, A. (2022). Gizli Alkol Tüketimi Üzerine Nitel Bir Araştırma: İzmir İli Örneği. Business and Economics Research Journal, 13(1), 143-157.
• Bearden, W. O., ve Etzel, M. J. (1982). Reference Group Influence on Product and Brand Purchase Decisions. Journal of Consumer Research, 9(2), 183-194.
• Bravo, R., Fraj, E., ve Martinez, E. (2006). Modelling the Process of Family Influence on the Young Adult Consumer Behaviour. Journal of International Consumer Marketing, 19(1), 35-56.
• Carmeli, A., ve Schaubroeck, J. (2007). The Influence of Leaders' and Other Referents' Normative Expectations on Individual Involvement İn Creative Work. The Leadership Quarterly, 18(1), 35-48.
• Cebeci, C., Kamasak, R., Soyaltin, T.E., (2021). Team perception and learning orientation as the predictors of RveD performance. Journal of Management, Marketing and Logistics (JMML), 8(4), 203-217.
• Cialdini, R. B., Kallgren, C. A., ve Reno, R. R. (1991). A Focus Theory of Normative Conduct: A Theoretical Refinement and Reevaluation of the Roleo Norms in Human Behavior. Advances in Experimental Social Psychology, 24,201-234).
• Cohen, J. E. (1988). Statistical Power Analysis for the Behavioral Sciences. Hillsdale, NJ: Lawrence Erlbaum.
• Critcher, C. R., ve Ferguson, M. J. (2014). The Cost of Keeping It Hidden: Decomposing Concealment Reveals What Makes It Depleting. Journal of Experimental Psychology, 143(2), 721–735.
• Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 48, 39-50
• Foucault, M. (2020). Özne ve İktidar-Seçme Yazılar 2, (çev. Ergüden, I. ve Akınbay, O.). İstanbul: Ayrıntı Yayınları. (Özgün eser 1994 tarihlidir).
• Hair, J. F., Ringle, C. M., ve Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-152.
• Halim, A., Hasking, P., ve Allen, F. (2012). The Role of Social Drinking Motives in The Relationship Between Social Norms and Alcohol Consumption. Addictive behaviors, 37(12), 1335-1341.
• Hanson, D. J. (1995). Preventing Alcohol Abuse: Alcohol, Culture, and Control. Greenwood Publishing Group.
• Higgs, S. (2015). Social Norms and Their İnfluence on Eating Behaviours. Appetite, 86, 38-44.
• Higgins, E. T. (1987). Self-Discrepancy: A Theory Relating Self and Affect. Psychological Review, 94(3), 319.
• Higgins, E. T. (1989). Self-Discrepancy Theory: What Patterns of Self-Beliefs Cause People To Suffer? Advances in Experimental Social Psychology, 22, 93-136.
• Higgins, E. T., Roney, C. J. R., Crowe, E., ve Hymes, C. (1994). Ideal versus Ought Predilections for Approach and Avoidance Distinct Self-Regulatory Systems. Journal of Personality and Social Psychology, 66(2), 276–286.
• Hogg, M. A. (2016). Social Identity Theory. Understanding Peace and Conflict Through Social Identity Theory: Contemporary Global Perspectives, (ed. S. McKeown, R. Haji, & N. Ferguson), Switzerland: Springer, 3–17.
• Hulland, J. (1999). Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent Studies. Strategic Management Journal, 20(2), 195-204.
• Jones, G. M. (2014). Secrecy. Annual Review of Anthropology, 43, 53-69.
• Jones, S. C., ve Magee, C. A. (2014). The Role of Family, Friends and Peers in Australian Adolescent's Alcohol Consumption. Drug and Alcohol Review, 33(3), 304-313.
• Kelly, A. E. (2002). The Psychology of Secrets. New York: Springer Science.
• Kelly, A. E., ve McKillop, K. J. (1996). Consequences of Revealing Personal Secrets. Psychological Bulletin, 120(3), 450.
• Lynn, M., ve Harris, J. (1997). The Desire for Unique Consumer Products: A New Individual Differences Scale. Psychology & Marketing, 14(6), 601-616.
• Manderson, L., Davis, M., Colwell, C., ve Ahlin, T. (2015). On Secrecy, Disclosure, the Public, and the Private in Anthropology: An Introduction. Current Anthropology, 56(12), 183-S190.
• Marwick, A. E. (2013). Status Update: Celebrity, Publicity, and Branding in the Social Media Age. Londra: Yale University Press.
• McDonald, R. I., ve Crandall, C. S. (2015). Social Norms and Social Influence. Current Opinion in Behavioral Sciences, 3, 147-151.
• Meares, R., ve Orlay, W. (1988). On Self‐Boundary: A Study of the Development of the Concept of Secrecy. British Journal of Medical Psychology, 61(4), 305-316.
• Nichols, B. S., Raska, D., ve Flint, D. J. (2015). Effects of Consumer Embarrassment on Shopping Basket Size and Value: A Study of the Millennial Consumer. Journal of Consumer Behaviour, 14(1), 41-56.
• Nikiforakis, N., Noussair, C. N., ve Wilkening, T. (2012). Normative Conflict and Feuds: The Limits of Self-Enforcement. Journal of Public Economics, 96(9-10), 797-807.
• Packer, D. J. (2008). On Being Both With Us and Against Us: A Normative Conflict Model of Dissent in Social Groups. Personality and Social Psychology Review, 12(1), 50-72.
• Ranzini, G., ve Lutz, C. (2016). Love at First Swipe? Explaining Tinder Self-Presentation and Motives. Mobile Media ve Communication, 5(1), 80–101.
• Ramayah, T., Cheah, J., Chuah, F., Ting, H., ve Memon, M. A. (2018). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using Smartpls 3.0: An Updated Guide and Practical Guide To Statistical Analysis. (2. baskı). Malezya: Pearson.
• Rawal, N. (2008). Social Inclusion and Exclusion: A Review. Dhaulagiri Journal of Sociology and Anthropology, 2, 161-180.
• Reese, G., Rosenmann, A., ve Cameron, J. E. (2019). The Interplay Between Social Identities and Globalization. The Psychology of Globalization Identity, Ideology, and Action, 71-99.
• Reno, R. R., Cialdini, R. B., ve Kallgren, C. A. (1993). The Transsituational Influence of Social Norms. Journal of Personality and Social Psychology, 64(1), 104.
• Rodas, M. A., ve John, D. R. (2020). The Secrecy Effect: Secret Consumption Increases Women’s Product Evaluations and Choice. Journal of Consumer Research, 46(6), 1093-1109.
• Salmon, D. (2008). Reference Groups: Aspirational and Non-Aspirational Groups in Consumer Behavior. XULAneXUS: Vol. 5: Iss. 1, Article 4.
• Sarstedt, M., Cheah, JH (2019). Partial Least Squares Structural Equation Modeling Using Smartpls: A Software Review. Journal of Marketing Analytics, 7, 196–202.
• Schlenker, B. R. (2012). Self-presentation. Handbook of Self and Identity, (ed. M. R. Leary ve J. P. Tangney, Londra: The Guilford Press., 542–570.
• Shan, J., Jiang, L., Peng Cui, A., Wang, Y., ve Ivzhenko, Y. (2022). How and When Actual‐Ideal Self‐Discrepancy Leads to Counterfeit Luxury Purchase Intention: A Moderated Mediation Model. International Journal of Consumer Studies, 46(3), 818-830.
• Simmel, G. (1906). The Sociology of Secrecy and of Secret Societies. American Journal of Sociology, 11(4), 441-498.
• Simmel, G. (1964). The Secret and The Secret Society. The Sociology of Georg Simmel, (ed W. Wolff), New York: Free Press.
• Slepian, M. L., Chun, J. S., ve Mason, M. F. (2017). The Experience of Secrecy. Journal of Personality and Social Psychology, 113(1), 1–33.
• Snyder, M. (1974). Self-Monitoring of Expressive Behavior. Journal of Personality and Social Psychology, 30(4), 526.
• Solomon, Michael R.. (2017). Consumer Behavior: Buying, Having, and Being, Global 12th edition. USA: Pearson.
• Spears, R., Doosje, B., ve Ellemers, N. (1997). Self-Stereotyping in the Face of Threats to Group Status and Distinctiveness: The Role of Group Identification. Personality and Social Psychology Bulletin, 23(5), 538-553.
• Stets, J. E., ve Burke, P. J. (2000). Identity Theory and Social Identity Theory. Social Psychology Quarterly, 224-237.
• Şencan, H. (2005), Sosyal ve Davranışsal Ölçümlerde Güvenilirlik ve Geçerlilik, Ankara: Seçkin Yayıncılık.
• Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş Temel İlkeler ve Lisrel Uygulamaları, Ankara: Ekinoks Basım.
• Tajfel, H., ve Turner, J. C. (1979). An Integrative Theory of Intergroup Conflict. The Social Psychology of Intergroup Relations, (ed. W.G. Austin ve S.Worchel), USA: Brooks/Cole, 33-47
• Tankard, M. E., ve Paluck, E. L. (2016). Norm Perception as a Vehicle for Social Change. Social Issues and Policy Review, 10(1), 181-211.
• Tenenhaus, M., Esposito Vinzi, V., Chatelin, Y.M. ve Lauro, C. (2005). PLS Path Modeling. Computational Statistics ve Data Analysis, 48, 159-205.
• Thaler H. R., ve Sunstein, R.C. (2008). Nudge: Improving Decisions About Health, Wealth, and Happiness, Londra: Yale University Press.
• Thomas, V. L., ve Jewell, R. D. (2019). I Can't Get You out of My Head: The İnfluence of Secrecy on Consumers’ Self‐Brand Connections. Journal of Consumer Psychology, 29(3), 463-471.
• Thomas, V.L., Jewell, R.D. and Wiggins Johnson, J. (2015). Hidden Consumption Behaviour: An Alternative Response to Social Group Influence. European Journal of Marketing, 49(3/4), 512-531.
• Thomas, V. L., Johnson, J. W., ve Jewell, R. D. (2016). The Tangled Web We Weave: Deceptive Consumption Behaviors as a Means to Cope with Identity Threat. Marketing Theory, 16(4), 493-512.
• Thomas, K., ve O'Neill, J. (2021). Reflected Appraisals Across Multiple Reference Groups: Discrepancies in Self and İndividual Delinquency. Social Science Research, 100, 102613.
• Turner, J. C. (1985). Social Categorization and the Self-Concept: A Social-Cognitive Theory of Group Behavior. Advances in Group Processes: Theory and Research, 2, (ed. E. J. Lawler), Greenwich, CT: JAI Press, 77-122.
• Warren, C., ve Laslett, B. (1977). Privacy and Secrecy: A Conceptual Comparison. Journal of Social Issues, 33(3), 43-51.
• White, K., ve Dahl, D. W. (2006). To Be or Not Be? The Influence of Dissociative Reference Groups on Consumer Preferences. Journal of Consumer Psychology, 16(4), 404-414.
• White, K., ve Dahl, D. W. (2007). Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence. Journal of Consumer Research, 34(4), 525-536.
• Whittler, T. E., ve Spira, J. S. (2002). Model's Race: A Peripheral Cue in Advertising Messages? Journal of Consumer Psychology, 12(4), 291-301.
• Willis, R. H. (1965). Conformity, Independence, and Anticonformity. Human Relations, 18(4), 373-388.
• Wong, K. K. K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using Smartpls. Marketing Bulletin, 24(1), 1-32.
• Xiao, J., Li, C. and Peng, L. (2018). Cross-Cultural Effects of Self-Discrepancy on the Consumption of Counterfeit Branded Luxuries. Asia Pacific Journal of Marketing and Logistics, 30(4), 972-987.
• Yang, X., Deng, X. ve Jia, L. (2018). “A Tale of Two Secrets”: Examining The Diverging Effects of Secrecy on Consumption Enjoyment. NA – Advances in Consumer Research, 46, (ed. A. Gershoff, R.t Kozinets, ve T. White, Duluth, MN: ACR. 146-147.