The Relationship Between Self-Monitoring and Consumption Behavior for Clothing Products

Aslı Burcu Toku

Makale detayları

The Relationship Between Self-Monitoring and Consumption Behavior for Clothing Products

Yazarlar:

Aslı Burcu Toku

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Intermedia International E-journal Vol.10 Issue 18, pp.72-88

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001292341

pISSN:

2149-3669

Anahtar kelimeler:

Özet:

 Self-monitoring is a concept introduced by social psychologist Mark Snyder in 1974. However, this concept is still up to date today. The reason for this is that no matter how much time passes, human nature does not change. Self-monitoring, a personality trait, is a measure of an individuals control and regulation of his or her behaviors in relation to other people with whom he or she interacts. Individuals with high self-monitoring tendency easily adapt themselves to the environment and situation, while individuals with low self-monitoring tendency behave in a way that reflects their real thoughts and attitudes. As a result, it can be stated that everyone has a tendency to monitor themselves more or less. Within the scope of the research, the self-monitoring tendency of individuals was tried to be determined with the Self-Monitoring Scale, which was first introduced by Synder and developed by Lennox and Wolfe in the following years. One of the first results of the study is that individuals self-monitoring abilities do not change according to their demographic characteristics. In other words, the educational status, gender and age of individuals do not make any significance in terms of self-monitoring tendency. However, self-monitoring tendencies of individuals are not a factor that determines the frequency of shopping for clothing products and the amount of money spent on clothing products. On the other hand, the frequency of shopping for clothing products varies according to the degree of importance of the clothing products purchased by others. Therefore, it can be stated that individuals do not actually shop for themselves, but for reasons such as being accepted, liked and respected by other people. One of the remarkable findings of the study is that when it comes to purchasing clothing products, the most dominant reason is that they feel that the products they own are outdated.

 Self-monitoring is a concept introduced by social psychologist Mark Snyder in 1974. However, this concept is still up to date today. The reason for this is that no matter how much time passes, human nature does not change. Self-monitoring, a personality trait, is a measure of an individuals control and regulation of his or her behaviors in relation to other people with whom he or she interacts. Individuals with high self-monitoring tendency easily adapt themselves to the environment and situation, while individuals with low self-monitoring tendency behave in a way that reflects their real thoughts and attitudes. As a result, it can be stated that everyone has a tendency to monitor themselves more or less. Within the scope of the research, the self-monitoring tendency of individuals was tried to be determined with the Self-Monitoring Scale, which was first introduced by Synder and developed by Lennox and Wolfe in the following years. One of the first results of the study is that individuals self-monitoring abilities do not change according to their demographic characteristics. In other words, the educational status, gender and age of individuals do not make any significance in terms of self-monitoring tendency. However, self-monitoring tendencies of individuals are not a factor that determines the frequency of shopping for clothing products and the amount of money spent on clothing products. On the other hand, the frequency of shopping for clothing products varies according to the degree of importance of the clothing products purchased by others. Therefore, it can be stated that individuals do not actually shop for themselves, but for reasons such as being accepted, liked and respected by other people. One of the remarkable findings of the study is that when it comes to purchasing clothing products, the most dominant reason is that they feel that the products they own are outdated.

 Self-monitoring is a concept introduced by social psychologist Mark Snyder in 1974. However, this concept is still up to date today. The reason for this is that no matter how much time passes, human nature does not change. Self-monitoring, a personality trait, is a measure of an individuals control and regulation of his or her behaviors in relation to other people with whom he or she interacts. Individuals with high self-monitoring tendency easily adapt themselves to the environment and situation, while individuals with low self-monitoring tendency behave in a way that reflects their real thoughts and attitudes. As a result, it can be stated that everyone has a tendency to monitor themselves more or less. Within the scope of the research, the self-monitoring tendency of individuals was tried to be determined with the Self-Monitoring Scale, which was first introduced by Synder and developed by Lennox and Wolfe in the following years. One of the first results of the study is that individuals self-monitoring abilities do not change according to their demographic characteristics. In other words, the educational status, gender and age of individuals do not make any significance in terms of self-monitoring tendency. However, self-monitoring tendencies of individuals are not a factor that determines the frequency of shopping for clothing products and the amount of money spent on clothing products. On the other hand, the frequency of shopping for clothing products varies according to the degree of importance of the clothing products purchased by others. Therefore, it can be stated that individuals do not actually shop for themselves, but for reasons such as being accepted, liked and respected by other people. One of the remarkable findings of the study is that when it comes to purchasing clothing products, the most dominant reason is that they feel that the products they own are outdated.

 Kendini izleme self-monitoring, sosyal psikolog Snyderin 1974 yılında ortaya attığı bir kavramdır. Bir kişilik özelliği olan kendini izleme, sosyal etkileşim durumundaki bir bireyin davranışlarını etkileşimde bulunduğu diğer insanlara göre denetleyip düzenlemesinin bir ölçüsüdür. Kendini izleme eğilimi yüksek olan bireyler, farklı ortamlara ve durumlara kolaylıkla adapte olurken, kendini izleme eğilimi düşük olan bireyler ise daha çok gerçek düşünce ve tutumlarını yansıtacak şekilde davranmaktadır. Synder, kendini izlemenin özellikle tüketici davranışları üzerinde etkili olduğunu ve bireylerin diğer insanları referans alarak kişisel sunumlarını şekillendirdiklerini ifade etmektedir. Araştırmanın amacı, kendini izleme eğilimi ve giyim kategorisinde yer alan ürünlerin tüketimi arasında anlamlı bir ilişkinin var olup olmadığının ortaya konmasıdır. Araştırma kapsamında, bireylerin kendini izleme eğilimi Lennox ve Wolfeun Gözden Geçirilmiş Kendini İzleme Ölçeği Self-Monitoring Scale: Revised Form ile belirlenmeye çalışılmıştır. Araştırma bulguları, bireylerin kendini izleme eğilimlerinin giyim ürünlerine yönelik olarak yapılan alışveriş sıklığını ve harcanan para miktarını belirleyen bir unsur olmadığını ortaya koymuştur. Bununla birlikte, bireylerin kendini izleme eğilimi ister düşük olsun, isterse de yüksek olsun, giyim ürünleri söz konusu olduğunda başka insanların beğenisine atfedilen önem ile alışveriş sıklığı arasında anlamlı bir ilişki vardır.

Makale detayları

The Relationship Between Self-Monitoring and Consumption Behavior for Clothing Products

Yazarlar:

Aslı Burcu Toku

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Intermedia International E-journal Vol.10 Issue 18, pp.72-88

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001292341

pISSN:

2149-3669

Self-monitoring

Clothing Products

Consumer BehaviorKendini İzleme

Giyim Ürünleri

Tüketici Davranışı

Sayı

Makale detayları

The Relationship Between Self-Monitoring and Consumption Behavior for Clothing Products

Yazarlar: Aslı Burcu Toku

Yayıncı: Istanbul Ticaret University

Ana Başlıklar: İletişim ve Medya Çalışmaları

Dergi: Intermedia International E-journal Vol.10 Issue 18, pp.72-88

Belge Tipi: Makale

Yayın Tarihi: 6/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001292341

pISSN: 2149-3669

Self-monitoring

Clothing Products

Consumer BehaviorKendini İzleme

Giyim Ürünleri

Tüketici Davranışı

Sayı

Yazarlar:

Aslı Burcu Toku

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Intermedia International E-journal Vol.10 Issue 18, pp.72-88

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001292341

pISSN:

2149-3669