Conceptualizing Self-Monitoring : Links to Materialism and Product Involvement  

Oleh:

Kaldenberg, Dennis O. ; Browne, Beverly A.

Jenis: Article from Bulletin/Magazine
Dalam koleksi: The Journal of Consumer Marketing (lihat ProQuest Online) vol. 14 no. 1 (1997), page 31-44.
Topik: CONSUMER BEHAVIOUR; brands; consumer behaviour; involvement; marketing strategy

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ124.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The relationship of self - monitoring to buying behavior and to the consumer’s value system is controversial and not well understood. The study examined the relationship between self - monitoring, materialism, and involvement with clothing and brands among a sample of 387 young adults. Constructs were measured with Snyder’s Self - Monitoring Scale, the Material Values Scale, the Consumer Involvement Profile, and a scale measuring market alienation. Self - monitoring was positively related to materialism, to clothing involvement, and to interest in marketplace events and brands. Discusses implications for the meaning of self - monitoring and the use of personality in explaining consumption behaviour. Suggests implications for marketing strategy.

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