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The effect of self-concept clarity on discretionary spending tendency

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  • Sarial-Abi, Gülen
  • Gürhan-Canli, Zeynep
  • Kumkale, Tarcan
  • Yoon, Yeosun

Abstract

Discretionary spending is an important indicator of economic well-being. However, prior research is limited in empirically testing who is more likely to make discretionary purchases. To address this research gap, this article suggests that those who have less clearly and confidently defined, internally consistent, and temporally stable self-knowledge (i.e., those who have low self-concept clarity [SCC]) have higher discretionary spending tendencies than high-SCC individuals. The results indicate that low-SCC individuals have higher discretionary spending tendencies because they are more likely to adopt avoidant coping strategies than are high-SCC individuals. This research further tests the effectiveness of elaboration on potential outcomes in reducing the discretionary spending tendencies of individuals with high- or low-SCC and demonstrates that it is effective only for high-SCC individuals. This article concludes with a discussion of the theoretical and managerial implications of the results.

Suggested Citation

  • Sarial-Abi, Gülen & Gürhan-Canli, Zeynep & Kumkale, Tarcan & Yoon, Yeosun, 2016. "The effect of self-concept clarity on discretionary spending tendency," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 612-623.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:3:p:612-623
    DOI: 10.1016/j.ijresmar.2015.09.010
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    References listed on IDEAS

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    Cited by:

    1. Chung, Myungjin & Saini, Ritesh, 2022. "Consumer self-uncertainty increases price dependency," Journal of Business Research, Elsevier, vol. 140(C), pages 40-48.
    2. Fazli-Salehi, Reza & Torres, Ivonne M. & Madadi, Rozbeh & Zúñiga, Miguel Ángel, 2021. "Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection," Journal of Business Research, Elsevier, vol. 137(C), pages 46-57.
    3. Charis X. Li & Xiao-xiao Liu & Jun Ye & Siyu Zheng & Songyin Cai, 2024. "Ethical Pursuit or Personal Nirvana? Unpacking the Practice of Danshari in China," Journal of Business Ethics, Springer, vol. 191(4), pages 675-695, May.

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