Abstract
This study points out the two important dimensions of Self Theory -- maintenance and enhancement as the fundamental constructs of self-concept theories. It suggests that self-enhancement has been unduly neglected by the self-concept theorists in consumer research. Self-enhancement is insinuated as an additional construct of self-concept theories. This position has also been empirically demonstrated in the study.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Alderson, Wroe (1958), “Advertising Strategy and Theories of Motivation," in Motivation and Market Behavior, Robert Ferber and H.G. Wales, editors, Homewood, I11: Richard D. Irwin, Inc.
Alpert, Mark I. and Robert A. Peterson (1972), “On the Interpretation of Canonical Analysis," Journal of Marketing Research, 9 (May), 182–192.
Birdwell, Al E. (1968), “A Study of The Influence of Image Congruence on Consumer Choice," Journal of Business, 41 (January), 76–88.
Calder, Bobby J., L.W. Phillips, and A.M. Tybout (1981), “Designing Research for Application," Journal of Consumer Research, 8 (September), 197–207.
Dolich, Ira J. (1969), “Congruence Relationships Between Self Images and Product Brands," Journal of Marketing Research, 6 (February), 80–84.
Epstein, Seymour (1980), “The Self-Concept: A Review and the Proposal of an Integrated Theory of Personality," in Personality: Basic Aspects and Current Research, Ervin Staub, editor, Englewood Cliffs, NJ: Prentice Hall, 81–132.
Grubb, Edward L. and Harrison L. Grathwhohl (1967), “Consumer Self-Concept, Symbolism, and Market Behavior: A Theoretical Approach," Journal of Marketing, 31 (October), 22–27.
— and Gregg Hupp (1968), “Perception of Self, Generalized Stereotypes, and Brand Selection," Journal of Marketing Research, 5 (February), 58–63.
Hair, Joseph F., Rolph E. Anderson, Ronald L. Tatham, and Bernie J. Grablowsky (1979), Multivariate Data Analysis, Tulsa, OK: The Petroleum Publishing Company.
Hamm, B. Curtis and Edward W. Cundiff (1969), “Self-Actualization and Product Perception," Journal of Marketing Research, 6 (November), 470"472.
Howard, John A. (1977), Consumer Behavior: Application of Theory, New York: McGraw-Hill, Inc.
Kassarjian, Harold H. (1971), “Personality and Consumer Behavior: A Review," Journal of Marketing Research, 8 (November), 408–418.
— and Mary Jane Sheffet (1981), “Personality and Consumer Behavior: An Update," in Perspectives in Consumer Behavior, H.H. Kassarjian and T.S. Robertson, editors, Glenview, ILL: Scott, Foresman, and Co., 160–180.
Landon, E. Laird, Jr. (1972), “Role of Need for Achievement in the Perception of Products," Proceedings of the American Psychological Association Convention, 80, 741–742.
— (1974), “Social-Concept, Ideal Self-Concept and Consumer Purchase Intentions," Journal of Consumer Research, 1 (September), 44–51.
Levy, Sidney J. (1959), “Symbols for Sales," Harvard Business Review, 37 (July-August), 117–124.
Malhotra, Naresh K. (1981), “A Scale to Measure Self Concepts, Person Concepts, and Product Concepts," Journal of Marketing Research, 18 (November), 456–464.
Rogers, Carl (1951), Client-Centered Therapy: Its Current Practices, Implications, and Theory, Boston: Hougton Mifflin.
Schenk, Carolyn T. and Rebeccca H. Holman (1980), “A Sociological Approach to Brand Choice: The Concept of Situational Self-image," in Advances in Consumer Research, Vol.7, Jerry Olson, editor, Ann Arbor, Ml: Association for Consumer Research, 610–614.
Sirgy, M. Joseph (1982), “Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, 9 (December), 287–298.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Singhapakdi, A. (2015). Self-Enhancement: A Neglected Dimension of Self-Concept Theories. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_16
Download citation
DOI: https://doi.org/10.1007/978-3-319-17052-7_16
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17051-0
Online ISBN: 978-3-319-17052-7
eBook Packages: Business and EconomicsBusiness and Management (R0)