Self-construals, symbolic and hedonic preferences, and actual purchase behavior

Elena Millan and Jonathan Reynolds

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 4, 550-560

Abstract: The study explores the influence of the independent and interdependent self-construals on actual purchase behavior and the mediating role of consumer preferences for symbolic and hedonic meanings. Data were collected through a survey of about 1000 respondents. Results indicate that independent consumers draw on the self/hedonic- and status-symbolic resources of clothing in the construction and expression of their identities. Regarding the interdependent consumers, they show no interest in clothing affiliation and status symbolism. The degree of preference for status-symbolic meaning mediates all effects of the independent and interdependent self-construals on actual purchase behavior; self-expressive/hedonic preferences mediate two of the three effects of the independent self on actual purchase behavior when accounting for suppression effects, whereas the expected mediation of preference for affiliation meaning is not supported.

Keywords: Independent and interdependent self-construals; Symbolic and hedonic preferences; Actual purchase behavior (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:4:p:550-560

DOI: 10.1016/j.jretconser.2014.03.012

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