Self-concept clarity: Exploring its role in consumer behavior

Mittal, Banwari

doi:10.1016/j.joep.2014.11.003

Cited by 61 publications

(48 citation statements)

References 52 publications

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“…Whereas we show that an independence motivation induces self‐concept clarity, Tian, Bearden, and Hunter (2001) claim that counterconformity, which is part of the need for uniqueness, actually inhibits it. In addition, Mittal (2014) finds a negative relationship between self‐concept clarity and uniqueness.…”

Section: Discussionmentioning

confidence: 95%

“…Self‐concept clarity is “the extent to which the contents of an individual's self‐concept (which is made of self‐schemas that consist of self‐relevant knowledge structures) are clearly and confidently defined, internally consistent and temporally stable” (Campbell et al, 1996, p. 141). People high in self‐concept clarity demonstrate high levels of confidence and self‐attention, control the processing of self‐relevant information by disregarding information that implies ambiguity, hold beliefs about the self with certainty, and are less likely to change self‐descriptions over time and, as such, are poor in adjusting the self‐concept (Buss, 1980; Campbell et al, 1996; Mittal, 2014). People express high clarity by faster and, supposedly, more extreme responding (Campbell, 1990).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

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The ‘I’ in extreme responding

et al. 2016

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We investigate the impact of self‐construal on extreme responding in six studies. The results show that people with an independent self‐construal generally answer more extremely to survey items than those with an interdependent self‐construal, especially when the items are self‐relevant (Studies 1a and 1b) and when these items are fluently processed (Study 3). Using an experimental causal chain design, this research also demonstrates that self‐concept clarity drives the effect of self‐construal on extreme responding. In particular, people with an independent self‐construal have a higher level of self‐concept clarity (Study 2a), and self‐clarity leads to an extreme response style (Study 2b). In Study 4, we demonstrate that the difference in extreme responding can partly explain a well‐established self‐construal effect, and we offer a solution to control for the bias in extreme responding in self‐construal research.

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Section: Discussionmentioning

confidence: 95%

Section: Conceptual Frameworkmentioning

confidence: 99%

The ‘I’ in extreme responding

et al. 2016

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“…Self-clarity refers to the extent to which people have a clear and coherent sense of themselves (Campbell, Trapnell, Heine, Katz, Lavallee, & Lehman, 1996). The literature on self-clarity points out that low self-clarity individuals are susceptible to materialism and interpersonal influence (Mittal, 2015), and are inclined to use brand consumption as a coping strategy for their own identification (Bearden, Netemeyer, & Teel, 1989). When comparing the purchase motivation of shanzhai products and counterfeits, we suggest that consumers with low self-clarity will be more inclined to choose counterfeits over shanzhai products since counterfeits portray the image of the authentic brand.…”

Section: Theoretical Model Of Shanzhai Products and Counterfeits Purcmentioning

confidence: 99%

Neither an Authentic Product nor a Counterfeit: The Growing Popularity of Shanzhai Products in Global Markets

et al. 2018

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Counterfeits have been a longstanding concern to global brand manufactures. However, recently, a new product category that partly imitates and partly innovates under the term shanzhai has entered into market. Shanzhai products mimic original leading brands through visual or functional similarities and may also provide additional features. Given this new copycat phenomenon, our study for the first time conceptually distinguishes shanzhai products from counterfeits, theoretically compares the values of consumers choosing shanzhai products versus counterfeits, and empirically tests such differences in one integrative model. Specifically, shanzhai buyers value product functional benefits more than counterfeit buyers, while counterfeit buyers value status consumption, yet experience less self‐clarity than shanzhai buyers. Our findings offer important implications for imitative innovation literature as well as for practitioners.

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“…The interaction between consumers' states and internal states with the external environment causes vulnerability-situations in which the consumption experience impacts individual and social perceptions of the self. Consumer's internal characteristics relates to 1 biophysical: age (Pettigrew et al, 2005), ethnicity (Kipnis et al, 2013), or disabilities (Baker, 2005) 2 psychosocial: self-image (Mittal, 2015), socio-economic status (Goldsmith and Clark, 2012), and fear of being victimised (Langenderfer and Shimp, 2001) aspects linked to vulnerability.…”

Section: Consumer Vulnerabilitymentioning

confidence: 99%

Changing lifestyles in the age of fear: projective analysis of social insecurity and consumption patterns

Reyes-Mercado

Mercado-González

Dávila-Ruiz

2016

IJBCG

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This paper analyses the influence of social insecurity, consumer responses, and changes in consumption behaviour. The paper contributes to existing literature by including fear in consumer vulnerability domain. Due to the apparent research gaps in the field and scarce literature, as exploratory approach we chose a qualitative technique: an adaptation of the Zaltman Metaphor Elicitation Technique (ZMET) was used to gather metaphors for sensitive themes that are better expressed in terms of pictures and associative ideas. Under the basis of 64 projective interviews of victims or related to victims of social insecurity, their interpretations through symbolic imagination of the meaning of consumption in the face of public insecurity are identified. Results reveal that strong consumers' emotions are central to understand the consumption phenomena: fear, its sources, and its consequences in the form of changing lifestyles and purchase patterns are broad themes. Implications for managers, policy makers, and future research are offered.Keywords: social insecurity; fear; purchase patterns; consumer behaviour; projective techniques; Zaltman Metaphor Elicitation Technique; ZMET.Reference to this paper should be made as follows: Reyes-Mercado, P., Mercado-González, J. and Dávila-Ruiz, D. (2016) 'Changing lifestyles in the age of fear: projective analysis of social insecurity and consumption patterns', Int.

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Self-concept clarity: Exploring its role in consumer behavior

Cited by 61 publications

References 52 publications

The ‘I’ in extreme responding

The ‘I’ in extreme responding

Neither an Authentic Product nor a Counterfeit: The Growing Popularity of Shanzhai Products in Global Markets

Changing lifestyles in the age of fear: projective analysis of social insecurity and consumption patterns

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