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Abstract:
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This research was undertaken with the primary objective of
explaining differences in consumption of personal care products using
personality variables. Several streams of research reported were reviewed
and a conceptual model was developed. Theories on the relationship between
self concept and behaviour was reviewed and the need to use individual
difference variables to conceptualize and measure the salient dimensions of
the self were emphasized. Theories relating to social comparison, eating
disorders, role of idealized media images in shaping the self-concept,
evidence on cosmetic surgery and persuasibility were reviewed in the study.
These came from diverse fields like social psychology, use of cosmetics,
women studies, media studies, self-concept literature in psychology and
consumer research, and marketing. From the review three basic dimensions,
namely self-evaluation, self-awareness and persuasibility were identified and
they were posited to be related to consumption. Several personality variables
from these conceptual domains were identified and factor analysis confirmed
the expected structure fitting the basic theoretical dimensions. Demographic
variables like gender and income were also considered.It was found that self-awareness measured by the variable public
self-consciousness explain differences in consumption of personal care
products. The relationship between public self-consciousness and
consumption was found to be most conspicuous in cases of poor self-,
evaluation measured by self-esteem. Susceptibility to advertising also was
found to explain differences in consumption.From the research, it may be concluded that personality variables are
useful for explaining consumption and they must be used together to explain
and understand the process. There may not be obvious and conspicuous links
between individual measures and behaviour in marketing. However, when used
in proper combination and with the help oftheoretical models personality offers
considerable explanatory power as illustrated in the seventy five percent
accuracy rate of prediction obtained in binary logistic regression. |