The investigation of the relationship between consumers' desire to be like, self-image conformity and social status display and constoric consumption tendencies

The purpose of this research is to examine the relationship between consumers' desire to be liked, self-image congruence, social status display and conspicuous consumption tendencies. The relational survey method was used as the method in the research. 410 adult consumers determined by proportional stratified sampling method participated in the research. In the research, "Conspicuous Consumption Tendency Scale", "Desire to be Liked Scale", "Social Status Display Scale" and "Self-Image Congruence Scale" were used as data collection tools. According to the findings obtained in the research, it was determined that desire to be liked, social status display and self-image congruence explained the difference-based conspicuous consumption tendency by 17%, the wealth-based conspicuous consumption tendency by 36% and the conspicuous consumption tendency by 35% and that there were significant relationships in the same direction. It was determined that the participants' desire to be liked, social status display and conspicuous consumption tendencies were below the average and the self-image congruence level was above the average. In the study, the level of self-image congruence of female consumers was determined to be higher than the level of male consumers, the level of social status display and conspicuous consumption tendencies of single consumers were determined to be higher than the level of married consumers. According to the findings obtained in the study, the level of desire to be liked of the participants aged 18-25 was higher than the level of the participants aged 36-45 and 46-55, and the level of conspicuous consumption tendencies of the participants with high income was higher than the level of low and middle income individuals. In the study, no differentiation was determined according to the education and employment status variables of the participants. Keywords: Consumer, Desire to Be Liked, Self-Image Congruence, Display of Social Status