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Concept of Self-Esteem in Consumer Behavior: A Literature Review

Year 2020, Volume: 3 Issue: 2, 257 - 269, 31.10.2020
https://doi.org/10.38057/bifd.735694

Abstract

Since the structure of the consumer behavior literature is suitable for multi-disciplinary studies the amount of such researches are increasing day by day. One of the most suitable literature for consumer behavior is the psychology where the concept of the self-esteem has been shaped. Self-esteem is the subjective result of a self-evaluation of a person. Each level of this evaluation causes a different emotional state which brings a different pattern of behavior. This study examines the concept of the self-esteem and its current intersection with the consumer behavior literature theoretically. On the other hand, it’s expected to make a contribution to the Turkish literature by touching on the unresearched issues from the global literature. 

References

  • Adkins, N.R. ve Ozanne, J.L. (2005). The Low Literate Customer. Journal of Consumer Research, Vol.32, June 2005, 93-105 .
  • Andrews, B. ve Brown, G.W. (1993).Self-esteem and vulnerability to depression: The concurrent validity of interview and questionnaire measures. Journal of Abnormal Psychology, Vol 102(4), Nov 1993, 565-572.
  • Baumeister, R. F., Campbell, J. D., Krueger, J. K., ve Vohs, K. D. (2003). Does high selfesteem cause better performance, interpersonal success, happiness, or healthier lifestyles? Psychological Science in the Public Interest. Vol:4, Issue:1, 1–44.
  • Baumeister, R.E., Bratslavsky, E., Muraven, M., ve Tice, M. (1998). Ego Depletion: Is the active self a limited resource?. Journal of Personality and Social Psychology, June. 1998, 74(5),1252-65.
  • Bizman, A. ve Yinon, Y. (2002). Engaging in distancing tactics among sport fans: effects on self-esteem and emotional responses. The Journal of Social Psychology. 142 (3), 381-392.
  • Brumfitt, S. ve Sheeran, P. (1999). The development and validation of the visual analogue self-esteem scale (VASES)1. The British Journal of Clinical Psychology / the British Psychological Society. 38 ( Pt 4), 387-400
  • Caprara, G., Fagnani, C., Alessandri, G., Steca, P., Gigantesco, A., Sforza, L., Stazi, M.A. (2009). Human optimal functioning: the genetics of positive orientation towards self, life, and the future. Behavior Genetics. 39, 277-284.
  • Cast, A.D., ve Burke, P.J. (2002). A theory of self-esteem. Social Forces, 2002; 80 (3), 1041-1068.
  • Clark, R.A. ve Goldsmith, R.E. (2005). Market mavens: psychological influences. Psychology and Marketing, Vol. 22(4), (April 2005), 289–312.
  • Crocker, J., ve Major, B. (1989). Social stigma and self-esteem: The self-protective properties of stigma. Psychological Review, 96, 608–630
  • Cunningham, M.A., Drake,K. ve Drake, P. (2011). Because I'm worth it (and you're not): Separating the effects of narcissism and self-esteem on prestige purchases, Advances in Consumer Research, Volume 38, 896-897
  • Çuhadaroğlu, F. (1986). Adölesanlarda benlik saygısı. Yayınlanmamış Uzmanlık Tezi. Hacettepe Üniversitesi, Tıp Fakültesi, Psikiyatri ABD, Ankara.
  • Deneve, K. M. ve Cooper, H. (1998). The happy personality: a metaanalysis of 137 personality traits and subjective well-being. Psychological Bulletin, 124, 197–229.
  • Dittmar, H. ve Drury, J. (2000). Self–image is it in the bag? A qualitative comparison between “ordinary” and “excessive” consumers. Journal of Economic Psychology, vol. 21, 109–142.
  • Dweck, C.S. (2008). Can personality be changed? The role of beliefs in personality and change. Current Directions in Psychological Science, 17, 391–394.
  • Forsyth, D.R., Lawrence, N.K., Burnette, J.L., ve Baumeister, R.F. (2007). Attempting to improve the academic performance of struggling college students by bolstering their self-esteem: An intervention that backfired. Journal of Social and Clinical Psychology, 26, 447–459.
  • Gecas, V. (1982). The self-concept. Annual Review of Sociology, 8, 1-33.
  • Grabe, S. ve Hyde, J. (2006). Ethnicity and body dissatisfaction among women in the United States: A meta-analysis. Psychological Bulletin, 132, 622-640
  • Heatherton, T.F. ve Polivy, J. (1991). Development and validation of a scale for measuring state self-esteem. Journal of Personality and Social Psychology, 60(6), 895–910.
  • Heatherton, T.F., ve Wyland, C.L. (2003). Why do people have self-esteem?. Psychological Inquiry, 14(1), 38-41
  • James, J. (1890). Principles of psychology. New York: Holt
  • Kernis, M.H., Cornell, D.P., Sun, C.R., Berry, A., Harlow, T., ve Bach, J.S. (1993). There’s more to self-esteem than whether it is high or low: The importance of stability of self-esteem. Journal of Personality and Social Psychology, 65, 1190-1204.
  • Lee, W.I. ve Lin C.H. (2011). Consumer hierarchical value map modeling in the healthcare service industry. African Journal of Business Management, Vol. 5(3), 722-736
  • Lewis, A. ve Moital, M. (2016). Young professionals’ conspicuous consumption of clothing. Journal of Fashion Marketing and Management. 20 (2), 138-156.
  • Liu. Y.J. (2010). A conceptual model of consumer sophistication. Innovative Marketing, 6(3), 72-77
  • Luhtanen, R. ve Crocker, J. (1992). A collective self-esteem scale: self-evaluation of one's social identity. Personality and Social Psychology Bulletin, 18(3), 302-318.
  • Lyubomirsky, S. ve Lepper, H. S. (2006). What are the differences between happiness and self-esteem?. Social Indicators Research, 78, 363–404.
  • Maxwell, A. ve Bachkirova, T. (2010). Applying psychological theories of self-esteem in coaching practice. International Coaching Psychology Review, 5(1), 16–26.
  • Meyers, P.N. ve Biocca, F.A. (1992). The elastic body image: The effect of television advertising and programming on body image distortions in young women. Journal of Communications, 42 (September), 108-33.
  • Park, J.K. ve Roedder-John, D. (2009). More than meets the eye: the influence of implicit self-esteem on materialism. Advances in Consumer Research. Volume 36, 537-538.
  • Ramsdal, G.H. (2008). Differential relations between two dimensions of selfesteem and the big five?. Scandinavian Journal of Psychology, 49, 333–338.
  • Renaud, J. M., ve McConnell, A. R. (2007). Wanting to be better but thinking you can’t: Implicit theories of personality moderate the impact of self-discrepancies on selfesteem. Self and Identity, 6, 41–50.
  • Rosenberg, M. (19659. Society and the adolescent self-image. Princeton, NJ: Princeton University Press.
  • Sages R.A., Grable J.E. (2011). A Test of the Theory of Self-Esteem: A Consumer Behavior Perspective. American Council on Consumer Interests. Washington, DC, 1-10.
  • Smith, B., Fowler, D.G., Freeman, D., Bebbington, P., Bashforth, H., Garety, P., Dunn. G. ve Kuipers, E. (2006). Emotion and psychosis: links between depression, self-esteem, negative schematic beliefs and delusions and hallucinations. Schizophrenia Research. 2006/Sep; 86(1-3), 181-188.
  • Souiden, N., M'Saad, B., ve Pons, F. (2011). A cross-cultural analysis of consumers' conspicuous consumption of branded fashion accessories. Journal of International Consumer Marketing, 23(5), 329-343.
  • Stryker, S. (1980). Symbolic Interactionism: A Social Structural Version. Menlo Park, CA: Benjamin/Cummings.
  • Thewissen, V., Bentall, R.P., Lecomte, T., van Os, J., ve Myin-Germeys I. (2008). Fluctuations in self-esteem and paranoia in the context of daily life. Journal of Abnormal Psychology, 117 (1), 43
  • Truong, Y. ve McColl, R. (2011). Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of Retailing and Consumer Services, 18(6), 555–561.
  • Tukuş, L. (2010). Benlik saygısı değerlendirme ölçeği-kısa formu türkçe güvenilirlik ve geçerlilik çalışması. Yayımlanmamış Tıpta Uzmanlık Tezi. Kocaeli Üniversitesi/Tıp Fakültesi, Kocaeli.
  • Zeigler-Hill, V., ve Terry, C. (2007). Perfectionism and explicit self-esteem: The moderating role of implicit self-esteem. Self and Identity, 6, 137–153
  • Tayfun, N.Ö. (2015). Pazar kurdu tüketicilerin demografik özelliklerinin belirlenmesine yönelik uygulama. KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi, 17 (29), 17-22.
  • Resenberg, M. (1979). Conceiving the Self. Basic Books. New York.
  • Midilli, F. (2018). Türk tüketicilerin yeşil ürünlere karşı tutumu ve satın alma niyetleri üzerine bir keşif çalışması. Yayınlanmamış Yüksek Lisans Tezi.
  • Eroğlu, F. (2015). Kompulsif satın alma eğiliminde kişisel faktörlerin, postmodern tüketim şekillerinin ve bir pazarlama çabası olarak reklamın rolü. Yayınlanmamış Doktora Tezi.
  • Erciş, A., Kotan, G. ve Türk, B. (2016). Ölüm kaygısının tüketici tutumları üzerindeki etkileri. Süleyman Demirel Üniversitesi SBE Dergisi, 2016/1 Sayı 23, 107-134.
  • Devrani, T.K. (2018). Durumsal benlik saygısının reklam izleme ile kompulsif satın alma ilişkisindeki düzenleyici etkisi. Sosyal Araştırmalar ve Davranış Bilimleri Dergisi, Cilt 4, Sayı5, 118-133.
  • Çeliktutan, B. (2019). Benlik ile gelişmeleri kaçırma korkusunun pazarlamadaki ilişkisi. Yayınlanmamış Yüksek Lisans Tezi.
  • Bozacı, İ. (2011). Şikâyet yönetim sürecinde müşterinin firmaya şikâyet etme eğilimini etkileyen faktörler üzerine uygulamalı bir çalışma. Yayınlanmamış Yüksek Lisans Tezi.
  • Asıl, S. (2017). Tüketimde benlik algısı: sosyal medya hesaplarında tüketici olmak. ÇOMÜ Uluslararası Sosyal Bilimler Dergisi, 2(3), 1-22.
  • Armutlu, C. ve Üner, M.M. (2009). Benlik imajı uyumu, tüketici tatmini ve marka sadakati ilişkisi üzerine görgül bir araştırma. Gazi Üniversitesi İİBF Dergisi, 11(3), 1-26

Tüketici Davranışlarında Benlik Saygısı Kavramı: Bir Literatür Taraması

Year 2020, Volume: 3 Issue: 2, 257 - 269, 31.10.2020
https://doi.org/10.38057/bifd.735694

Abstract

Tüketici davranışları literatüründe disiplinlerarası çalışmaların miktarı her geçen gün artmaktadır. Bunun temel sebebi konunun pek çok farklı havuzdan beslenmeye müsait oluşudur. Bu havuzlardan birisi de psikoloji literatürüdür. Psikoloji literatürünün konularından olan benlik saygısı kavramı, bireyin kendisine dair yapmış olduğu özdeğerlendirmenin öznel bir sonucudur. Sonucun yüksek veya düşük çıkması, bireyde farklı duygu durumlarına ve buna istinaden de farklı davranışlara sebep olabilmektedir. Bu çalışmanın amacı literatür taraması yöntemiyle, benlik saygısıyla ilgili olarak mevcut yerli ve uluslararası literatürde tüketici davranışlarına yönelik olarak yapılmış çalışmalara dair genel bir bilgi verilmesi, Türkçe araştırmalarda henüz değinilmemiş konuların aktarılması yoluyla yerli literatüre katkı sağlanması ve mevcut durumun bir resminin çekilebilmesidir.

References

  • Adkins, N.R. ve Ozanne, J.L. (2005). The Low Literate Customer. Journal of Consumer Research, Vol.32, June 2005, 93-105 .
  • Andrews, B. ve Brown, G.W. (1993).Self-esteem and vulnerability to depression: The concurrent validity of interview and questionnaire measures. Journal of Abnormal Psychology, Vol 102(4), Nov 1993, 565-572.
  • Baumeister, R. F., Campbell, J. D., Krueger, J. K., ve Vohs, K. D. (2003). Does high selfesteem cause better performance, interpersonal success, happiness, or healthier lifestyles? Psychological Science in the Public Interest. Vol:4, Issue:1, 1–44.
  • Baumeister, R.E., Bratslavsky, E., Muraven, M., ve Tice, M. (1998). Ego Depletion: Is the active self a limited resource?. Journal of Personality and Social Psychology, June. 1998, 74(5),1252-65.
  • Bizman, A. ve Yinon, Y. (2002). Engaging in distancing tactics among sport fans: effects on self-esteem and emotional responses. The Journal of Social Psychology. 142 (3), 381-392.
  • Brumfitt, S. ve Sheeran, P. (1999). The development and validation of the visual analogue self-esteem scale (VASES)1. The British Journal of Clinical Psychology / the British Psychological Society. 38 ( Pt 4), 387-400
  • Caprara, G., Fagnani, C., Alessandri, G., Steca, P., Gigantesco, A., Sforza, L., Stazi, M.A. (2009). Human optimal functioning: the genetics of positive orientation towards self, life, and the future. Behavior Genetics. 39, 277-284.
  • Cast, A.D., ve Burke, P.J. (2002). A theory of self-esteem. Social Forces, 2002; 80 (3), 1041-1068.
  • Clark, R.A. ve Goldsmith, R.E. (2005). Market mavens: psychological influences. Psychology and Marketing, Vol. 22(4), (April 2005), 289–312.
  • Crocker, J., ve Major, B. (1989). Social stigma and self-esteem: The self-protective properties of stigma. Psychological Review, 96, 608–630
  • Cunningham, M.A., Drake,K. ve Drake, P. (2011). Because I'm worth it (and you're not): Separating the effects of narcissism and self-esteem on prestige purchases, Advances in Consumer Research, Volume 38, 896-897
  • Çuhadaroğlu, F. (1986). Adölesanlarda benlik saygısı. Yayınlanmamış Uzmanlık Tezi. Hacettepe Üniversitesi, Tıp Fakültesi, Psikiyatri ABD, Ankara.
  • Deneve, K. M. ve Cooper, H. (1998). The happy personality: a metaanalysis of 137 personality traits and subjective well-being. Psychological Bulletin, 124, 197–229.
  • Dittmar, H. ve Drury, J. (2000). Self–image is it in the bag? A qualitative comparison between “ordinary” and “excessive” consumers. Journal of Economic Psychology, vol. 21, 109–142.
  • Dweck, C.S. (2008). Can personality be changed? The role of beliefs in personality and change. Current Directions in Psychological Science, 17, 391–394.
  • Forsyth, D.R., Lawrence, N.K., Burnette, J.L., ve Baumeister, R.F. (2007). Attempting to improve the academic performance of struggling college students by bolstering their self-esteem: An intervention that backfired. Journal of Social and Clinical Psychology, 26, 447–459.
  • Gecas, V. (1982). The self-concept. Annual Review of Sociology, 8, 1-33.
  • Grabe, S. ve Hyde, J. (2006). Ethnicity and body dissatisfaction among women in the United States: A meta-analysis. Psychological Bulletin, 132, 622-640
  • Heatherton, T.F. ve Polivy, J. (1991). Development and validation of a scale for measuring state self-esteem. Journal of Personality and Social Psychology, 60(6), 895–910.
  • Heatherton, T.F., ve Wyland, C.L. (2003). Why do people have self-esteem?. Psychological Inquiry, 14(1), 38-41
  • James, J. (1890). Principles of psychology. New York: Holt
  • Kernis, M.H., Cornell, D.P., Sun, C.R., Berry, A., Harlow, T., ve Bach, J.S. (1993). There’s more to self-esteem than whether it is high or low: The importance of stability of self-esteem. Journal of Personality and Social Psychology, 65, 1190-1204.
  • Lee, W.I. ve Lin C.H. (2011). Consumer hierarchical value map modeling in the healthcare service industry. African Journal of Business Management, Vol. 5(3), 722-736
  • Lewis, A. ve Moital, M. (2016). Young professionals’ conspicuous consumption of clothing. Journal of Fashion Marketing and Management. 20 (2), 138-156.
  • Liu. Y.J. (2010). A conceptual model of consumer sophistication. Innovative Marketing, 6(3), 72-77
  • Luhtanen, R. ve Crocker, J. (1992). A collective self-esteem scale: self-evaluation of one's social identity. Personality and Social Psychology Bulletin, 18(3), 302-318.
  • Lyubomirsky, S. ve Lepper, H. S. (2006). What are the differences between happiness and self-esteem?. Social Indicators Research, 78, 363–404.
  • Maxwell, A. ve Bachkirova, T. (2010). Applying psychological theories of self-esteem in coaching practice. International Coaching Psychology Review, 5(1), 16–26.
  • Meyers, P.N. ve Biocca, F.A. (1992). The elastic body image: The effect of television advertising and programming on body image distortions in young women. Journal of Communications, 42 (September), 108-33.
  • Park, J.K. ve Roedder-John, D. (2009). More than meets the eye: the influence of implicit self-esteem on materialism. Advances in Consumer Research. Volume 36, 537-538.
  • Ramsdal, G.H. (2008). Differential relations between two dimensions of selfesteem and the big five?. Scandinavian Journal of Psychology, 49, 333–338.
  • Renaud, J. M., ve McConnell, A. R. (2007). Wanting to be better but thinking you can’t: Implicit theories of personality moderate the impact of self-discrepancies on selfesteem. Self and Identity, 6, 41–50.
  • Rosenberg, M. (19659. Society and the adolescent self-image. Princeton, NJ: Princeton University Press.
  • Sages R.A., Grable J.E. (2011). A Test of the Theory of Self-Esteem: A Consumer Behavior Perspective. American Council on Consumer Interests. Washington, DC, 1-10.
  • Smith, B., Fowler, D.G., Freeman, D., Bebbington, P., Bashforth, H., Garety, P., Dunn. G. ve Kuipers, E. (2006). Emotion and psychosis: links between depression, self-esteem, negative schematic beliefs and delusions and hallucinations. Schizophrenia Research. 2006/Sep; 86(1-3), 181-188.
  • Souiden, N., M'Saad, B., ve Pons, F. (2011). A cross-cultural analysis of consumers' conspicuous consumption of branded fashion accessories. Journal of International Consumer Marketing, 23(5), 329-343.
  • Stryker, S. (1980). Symbolic Interactionism: A Social Structural Version. Menlo Park, CA: Benjamin/Cummings.
  • Thewissen, V., Bentall, R.P., Lecomte, T., van Os, J., ve Myin-Germeys I. (2008). Fluctuations in self-esteem and paranoia in the context of daily life. Journal of Abnormal Psychology, 117 (1), 43
  • Truong, Y. ve McColl, R. (2011). Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of Retailing and Consumer Services, 18(6), 555–561.
  • Tukuş, L. (2010). Benlik saygısı değerlendirme ölçeği-kısa formu türkçe güvenilirlik ve geçerlilik çalışması. Yayımlanmamış Tıpta Uzmanlık Tezi. Kocaeli Üniversitesi/Tıp Fakültesi, Kocaeli.
  • Zeigler-Hill, V., ve Terry, C. (2007). Perfectionism and explicit self-esteem: The moderating role of implicit self-esteem. Self and Identity, 6, 137–153
  • Tayfun, N.Ö. (2015). Pazar kurdu tüketicilerin demografik özelliklerinin belirlenmesine yönelik uygulama. KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi, 17 (29), 17-22.
  • Resenberg, M. (1979). Conceiving the Self. Basic Books. New York.
  • Midilli, F. (2018). Türk tüketicilerin yeşil ürünlere karşı tutumu ve satın alma niyetleri üzerine bir keşif çalışması. Yayınlanmamış Yüksek Lisans Tezi.
  • Eroğlu, F. (2015). Kompulsif satın alma eğiliminde kişisel faktörlerin, postmodern tüketim şekillerinin ve bir pazarlama çabası olarak reklamın rolü. Yayınlanmamış Doktora Tezi.
  • Erciş, A., Kotan, G. ve Türk, B. (2016). Ölüm kaygısının tüketici tutumları üzerindeki etkileri. Süleyman Demirel Üniversitesi SBE Dergisi, 2016/1 Sayı 23, 107-134.
  • Devrani, T.K. (2018). Durumsal benlik saygısının reklam izleme ile kompulsif satın alma ilişkisindeki düzenleyici etkisi. Sosyal Araştırmalar ve Davranış Bilimleri Dergisi, Cilt 4, Sayı5, 118-133.
  • Çeliktutan, B. (2019). Benlik ile gelişmeleri kaçırma korkusunun pazarlamadaki ilişkisi. Yayınlanmamış Yüksek Lisans Tezi.
  • Bozacı, İ. (2011). Şikâyet yönetim sürecinde müşterinin firmaya şikâyet etme eğilimini etkileyen faktörler üzerine uygulamalı bir çalışma. Yayınlanmamış Yüksek Lisans Tezi.
  • Asıl, S. (2017). Tüketimde benlik algısı: sosyal medya hesaplarında tüketici olmak. ÇOMÜ Uluslararası Sosyal Bilimler Dergisi, 2(3), 1-22.
  • Armutlu, C. ve Üner, M.M. (2009). Benlik imajı uyumu, tüketici tatmini ve marka sadakati ilişkisi üzerine görgül bir araştırma. Gazi Üniversitesi İİBF Dergisi, 11(3), 1-26
There are 51 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Article
Authors

Alişan Baltacı 0000-0002-3280-405X

Publication Date October 31, 2020
Acceptance Date August 25, 2020
Published in Issue Year 2020 Volume: 3 Issue: 2

Cite

APA Baltacı, A. (2020). Tüketici Davranışlarında Benlik Saygısı Kavramı: Bir Literatür Taraması. Bucak İşletme Fakültesi Dergisi, 3(2), 257-269. https://doi.org/10.38057/bifd.735694