Fantasy-Shopping, Self-Concept Clarity, and Self-Affirmation
Consumers sometimes exhibit behavior that arguably a majority of people would classify as destitute of utility, such as purchasing things that they know they will not be able to make proper use of. We call this phenomenon fantasy-shopping. We propose that the degree to which people engage in fantasy-shopping is contingent upon their self-concept clarity. The less clear a consumer is about who they are, i.e., the lower their self-concept clarity, the more fantasy-shopping would be expected. We further propose that self-affirmation can significantly reduce low self-concept clarity consumers’ tendency to fantasy-shop. We explore these propositions in two studies.
Citation:
Valeria Noguti and Alexandra Bokeyar (2011) ,"Fantasy-Shopping, Self-Concept Clarity, and Self-Affirmation", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 158-159.
Authors
Valeria Noguti, University of Technology Sydney, Australia
Alexandra Bokeyar, University of Technology Sydney, Australia
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011
Share Proceeding
Featured papers
See MoreFeatured
A8. Do You Accept The Terms And Conditions? The Role Of Trust And Hedonic Content On Self-Disclosure To Apps
Carla Freitas Silveira Netto, UFRGS
Simoni F Rohden, UFRGS
Marina de Wallau Lugoch, Federal University of Rio Grande do Sul (UFRGS)
Natalia Englert, UFRGS
Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Featured
Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness
Linda Hagen, University of Southern California, USA
Featured
N9. Effects of Awe on Consumers’ Preferences for Bounded Brand Logos
Fei Cao, Renmin University of China
Xia Wang, Renmin University of China