I am, therefore I buy: symbolic and status consumption in the clothing industry

Abstract

Consumers goods and products in addition to their functional value, have a deep symbolic value. The idea that consumers use products to feel good about themselves constitutes a basis for marketing science. Many different factors lead people to symbolic consumption. Focusing on the psychological assets, this study aims to examine and identify if self-discrepancies and self-esteem influence symbolic and status consumption of clothes. Clothes are chosen as the content of the present research due to their strong symbolic value and their accessibility to most consumers.The literature review of this study emphasizes on symbolic consumption and its complementary components, thus self-concept, self-discrepancies and compensatory behavior and self-esteem theories. Additionally, literature about clothes as symbols and status consumption of clothes has also been included.Regarding the methodology that was followed, a quantitative research was conducted in the form of an online survey. Adult consumers completed a 34 questions’ questionnaire, consisted by several scales. These scales pre-existed but the researcher proceeded to some modifications and adaptations accordingly to the needs of the research. After checking the reliability of the new scales, they were used to examine the consumers’ self-discrepancies (ASP-ar revised scale of Slaney et al., 2001), consumer’s levels of self-esteem (RSES the Rosenberg self-esteem scale) and their relationship with symbolic and status consumption scale (Eastman, Goldsmith, and Flynn 1999) in the apparel industry. SPSS program was used for the statistical analysis of the results. The findings of the analysis rejected any relationship between self-esteem or self-discrepancy with symbolic or status consumption of clothes. However, they revealed a great association among self-esteem and self-discrepancies. The results of the analysis also confirmed a correlation between status and symbolic consumption. The analysis and interpretation of the insights obtained from the research follows conclusions, discussion, recommendations for future research and managerial implications for fashion retailers.

Consumers goods and products in addition to their functional value, have a deep symbolic value. The idea that consumers use products to feel good about themselves constitutes a basis for marketing science. Many different factors lead people to symbolic consumption. Focusing on the psychological assets, this study aims to examine and identify if self-discrepancies and self-esteem influence symbolic and status consumption of clothes. Clothes are chosen as the content of the present research due to their strong symbolic value and their accessibility to most consumers.The literature review of this study emphasizes on symbolic consumption and its complementary components, thus self-concept, self-discrepancies and compensatory behavior and self-esteem theories. Additionally, literature about clothes as symbols and status consumption of clothes has also been included.Regarding the methodology that was followed, a quantitative research was conducted in the form of an online survey. Adult consumers completed a 34 questions’ questionnaire, consisted by several scales. These scales pre-existed but the researcher proceeded to some modifications and adaptations accordingly to the needs of the research. After checking the reliability of the new scales, they were used to examine the consumers’ self-discrepancies (ASP-ar revised scale of Slaney et al., 2001), consumer’s levels of self-esteem (RSES the Rosenberg self-esteem scale) and their relationship with symbolic and status consumption scale (Eastman, Goldsmith, and Flynn 1999) in the apparel industry. SPSS program was used for the statistical analysis of the results. The findings of the analysis rejected any relationship between self-esteem or self-discrepancy with symbolic or status consumption of clothes. However, they revealed a great association among self-esteem and self-discrepancies. The results of the analysis also confirmed a correlation between status and symbolic consumption. The analysis and interpretation of the insights obtained from the research follows conclusions, discussion, recommendations for future research and managerial implications for fashion retailers.Η παρούσα διπλωματική εργασία αφορά στην μελέτη του πως τα επίπεδα αυτοεκτίμησης καθώς και η απόσταση μεταξύ του πραγματικού και ιδανικού εαυτού του ατόμου μπορούν να επηρεάσουν τη συμβολική κατανάλωση ενδυμάτων και την κατανάλωση ρούχων που προσδίδουν κύρος.