Benlik berraklığı olan kişilerde lüks tüketim yönelimleri

This paper examines the role of self-concept clarity on luxury spending tendencies. In an experiment involving decision-making in hypothetical situations, a manipulation designed to change levels of self-concept clarity did not lead to discernible differences in luxury spending tendency. When measured as an individual difference variable, however, SCC had a significant place in the profile of consumers interested in luxury consumption. Complex relationships among individual difference attributes of SCC, materialism, self-esteem and self-monitoring were examined with decision trees. These analyses revealed that having a clear-cut notion of the self was associated with weaker intentions to consume luxury products even at higher levels of materialism. People with higher levels of materialism and lower levels of SCC and self-esteem constituted the group with the strongest intentions to consume luxury products; whereas people with lower levels of materialism and higher levels of self-esteem constituted the group with the weakest intentions to consume luxury products. Keywords: luxury consumption, self - concept clarity, individual differences , materialism, self - monitoring, self - esteem