Commodity Shines Identity An Analysis Of Conspicuous Consumption In Relation To Self Image Congruence And Materialism

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Topçu U. C.

18th International Scientific Conference on Economic and Social Development - "Building Resilient Society", Zagreb, Croatia, 9 - 10 December 2016, pp.750-756 identifier

  • Publication Type: Conference Paper / Full Text
  • City: Zagreb
  • Country: Croatia
  • Page Numbers: pp.750-756
  • Çanakkale Onsekiz Mart University Affiliated: Yes


The purpose of this study is to test a model with direct and indirect effects of self-image congruence and materialism on conspicuous consumption. There are several studies investigating different aspects of these concepts, yet interrelations are not adequately explored. Research data is gathered using an online 5-point Likert questionnaire. E-mail invitations for participating the survey were sent to university personnel and public servants, and 561 attendants from different towns in Turkey replied the call. Structural equation modelling is used to test the hypothesis and reveal the relationships between mentioned constructs. The results exhibit that self-image congruence and materialistic values are positively related to conspicuous consumption, and materialism mediates the relationship between self-image congruence and conspicuous consumption. Findings shed light on conspicuous consumption from a socio-psychological viewpoint by involving self-concept and materialistic value system. This study has an extensive perspective to indicate clear practical results on product choice, yet it is inspirational for further studies with elaborative product categories. ,

Keywords: conspicuous consumption, consumer behaviour, materialism, self-image congruence, symbolic consumption