Self-concept clarity: Exploring its role in consumer behavior

Mittal, Banwari

doi:10.1016/j.joep.2014.11.003

Cited by 97Consumer Behavior in Brand Consumption and IdentificationConsumer Retail Behavior StudiesConsumer Perception and Purchasing Behavior

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Self-concept clarity: Exploring its role in consumer behavior

Mittal, Banwari·2015·Journal of Economic Psychology

DOI 10.1016/j.joep.2014.11.003

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Mindfulness is associated with reduced compliance on social cues.
“Mindfulness has been consistently associated with high self-esteem and high self-concept clarity, both of which are associated with lower selfdiscrepancies (DeMarree & Rios, 2014; Klohnen & Mendelsohn, 1998) and reduced compliance on social cues (Mittal, 2015), making CC less prevalent in such individuals.”
From Mindfulness as an antidote to conspicuous consumption: The mediating roles of self-esteem, self-concept clarity and normative influence (2022) · cites this paper as Mittal, 2015
Individuals low on self-concept clarity are more likely to engage in conspicuous consumption to seek solace in symbolic identity completion.
“Individuals low on SCC are more likely to engage in CC to seek solace in symbolic identity completion from the discomfort caused by a flickering self-cognition.”
From Mindfulness as an antidote to conspicuous consumption: The mediating roles of self-esteem, self-concept clarity and normative influence (2022) · cites this paper as Mittal, 2015
Self-esteem and self-concept clarity are negatively associated with consumer susceptibility to normative influence.
“SE and SCC have been shown to be negatively associated with CSNI (Mittal, 2015).”
From Mindfulness as an antidote to conspicuous consumption: The mediating roles of self-esteem, self-concept clarity and normative influence (2022) · cites this paper as Mittal, 2015
Self-concept clarity is negatively related to susceptibility to interpersonal influence.
“SCC was negatively related to both SII and CC.”
From The Moderating Role of Self-Concept Clarity in the Relationship between Susceptibility to Interpersonal Influence and Conspicuous Consumption (2026) · cites this paper as Mittal, 2015
A clear self makes consumers less sensitive to interpersonal influence.
“Low self-concept clarity is associated with a high level of materialism (Noguti & Bokeyar, 2014), and a clear self makes consumers less sensitive to interpersonal influence (Mittal, 2015).”
From The Moderating Role of Self-Concept Clarity in the Relationship between Susceptibility to Interpersonal Influence and Conspicuous Consumption (2026) · cites this paper as Mittal, 2015

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Authors: Mittal, B.
Affiliations: Northern Kentucky University (US)
Corresponding author: Mittal, Banwari
ORCID: Mittal, Banwari
Venue: Journal of Economic Psychology
Publisher: Elsevier BV
Published: 2015-02
Volume: 46
Pages: 98-110
ISSN: 0167-4870 (ISSN-L)
DOI: 10.1016/j.joep.2014.11.003
OpenAlex: W2064195166
Semantic Scholar: f06946db26407b0aea5f7a64d3a62f94d01577ed
Cited by: 97
References: 56
Citations by year: 2026: 10 · 2025: 10 · 2024: 13 · 2023: 6 · 2022: 7 · 2021: 10 · 2020: 10 · 2019: 10 · 2018: 10 · 2017: 5 · 2016: 2 · 2015: 3
FWCI: 8.72
Type: journal article
Language: en
Open access: closed
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
Locations: Journal of Economic Psychology (publishedVersion)
RePEc: Research Papers in Economics (submittedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
Keywords: self-concept clarity, self-esteem, consumer behavior, life satisfaction, interpersonal influence, materialism, identity, anxiety, coping

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