Shopping in a Mall and Self-concept Clarity – Gender Differences
DOI:
https://doi.org/10.15678/PJOEP.2018.13.01Keywords:
shopping, symbolic consumption, self-concept clarity, gender differencesAbstract
The study examines the relationship between the different aspects of symbolic consumption expressed in shopping in a mall and self-concept clarity and the moderating effect of gender on these relationships. Self-concept clarity describes the extent to which people with a clear self-concept know who they are, do not have beliefs that conflict with each other, and have viewpoints that remain consistent over time. The study involved 93 consumers who, upon exiting a mall, answered questions relating to shopping and assessed the level of self-concept clarity they felt while shopping. The procedure provided some insights into the dynamics of the self-concept clarity processes experienced during shopping. The results of the study demonstrated that as time spent on shopping increases, the level of self-concept clarity decreases for women, but not for men. There was a non-significant relationship between the purchase of products of high symbolic value and the amount of money spent and self-concept clarity. I discuss the results in the context of the threatening impact of consumer behaviour on self-concept clarity, and in the context of creating the Self through symbolic consumption.
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