Conceptualizing self‐monitoring: links to materialism and product involvement

Beverly A. Browne (BAssistant Professor of Marketing and Management at Oregon State University, USA)
Dennis O. Kaldenberg (Manager of Research and Development, Press, Ganey Associates, South Bend, Indiana, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 February 1997

Abstract

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 behavior. Suggests implications for marketing strategy.

Keywords

Citation

Browne, B. and Kaldenberg, D. (1997), "Conceptualizing self‐monitoring: links to materialism and product involvement", Journal of Consumer Marketing, Vol. 14 No. 1, pp. 31-44. https://doi.org/10.1108/07363769710155848

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Publisher

:

MCB UP Ltd

Copyright © 1997, MCB UP Limited

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