Abstract
There is an increasing trend of a strong preference for or bonding to, possessions which is tied to the rise of individualism in our modern consumer society. Individuais increasingly define themselves and others in terms of their possessions and possessions have come to serve as key symbols for personal qualities, attachments and interests. To help understand this attitude of consumers toward their possessions, marketing scientists have utilized the construct of ‘involvement’. In the past decade, considerable theory development and empirical testing has centered on involvement (Mittal 1989). The purpose of this study was to explore the relationship between consumers involvement, their degree of materialism and degree of self-image product-image congruency.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Belk, R.(1985). Materialism: trait aspects of living in a material world. Journal of Consumer Research, 12 (December).265-280.
Mittal, B.(1989). Must consumer involvement always imply more information search? Advances in Consumer Research, 16. 167-172.
Richins, M.(1987). Media, materialism and human happiness. Advances In Consumer Research, 14. 352-356.
Richins, M and Dawson, S.(1992). A consumer values orientation for materialism and its measurement Scale development and validation. Journal of Consumer Research, 19 (2) December. 303-316.
Sirgy, J, Grewal, D, Mangleburg, T, Park, J, Chon, K, Claiborne, C, Johar, J and Berkman, H.(1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25 (3). 229-241.
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
O’Cass, A., Muller, T. (2015). A Study of Australian Materialistic Values, Product Involvement and the Self-Image/ Product-Image Congruency Relationships for Fashion Clothing. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_124
Download citation
DOI: https://doi.org/10.1007/978-3-319-17356-6_124
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
eBook Packages: Business and EconomicsBusiness and Management (R0)