Cited by 0Consumer Behavior in Brand Consumption and IdentificationConsumer Perception and Purchasing BehaviorConsumer Retail Behavior Studies

The DOI matches its Crossref record; 71 of the 71 references it cites were found in a registry or an index; 6 of the 53 sources its claims cite were checked for support.

The Moderating Role of Self-Concept Clarity in the Relationship between Susceptibility to Interpersonal Influence and Conspicuous Consumption

Open access
Özgür KILINÇ, Serdar Yıldızb, Ali ARICI·2026·International Journal of Marketing, Communication and New Media

Abstract

This study analyses the relationship between susceptibility to interpersonal influence (SII) and conspicuous consumption (CC), and the moderating effect of self-concept clarity (SCC) in this relationship. The participants (n=427) responded to the online questionnaire in this cross-sectional survey research. In addition to correlation analysis, we tested the moderation effect via the Hayes Process Macro. Results indicated a positive, significant, and strong relationship between SII and CC. SCC was negatively related to both SII and CC. The study revealed that SCC moderates the relationship between SII and CC. Therefore, as the level of SII increases, the tendency to CC also increases, but SCC negatively affects this positive relationship. DOI: https://doi.org/10.54663/2182-9306.2026.v.14.n.26.204-227

Overview

AI snapshot

Written from the paper’s full text.

TL;DR

This cross-sectional survey of 427 participants in Türkiye tests whether susceptibility to interpersonal influence (SII) predicts conspicuous consumption (CC) and whether self-concept clarity (SCC) moderates that relationship. It finds a positive SII–CC link, negative SCC–SII and SCC–CC links, and a significant moderation effect in which higher SCC weakens the positive SII–CC relationship.

Key findings

  • SII was positively, significantly, and strongly related to CC (r = .607); SII was negatively, significantly, and strongly related to SCC (r = -.514); CC was negatively, significantly, and moderately related to SCC (r = -.466). H1, H2, and H3 were accepted.
  • SCC significantly moderated the SII–CC relationship: interaction B = -.0766, SE = .0230, t = -3.33, p = .0009; the model explained R² = .4164, or 41.6% of variance in CC. H4 was accepted.
  • Conditional effects of SII on CC were strongest at low SCC (B = .4703, p = .0000), significant at average SCC (B = .3937, p = .0000), and weaker but still significant at high SCC (B = .3171, p = .0000).
  • Main effects showed SII positively predicted CC (B = .3937, SE = .0363, t = 10.85, p = .0000), while SCC negatively predicted CC (B = -.1624, SE = .0359, t = -4.52, p = .0000).

Methods

  • Cross-sectional quantitative online survey; participants were individuals over 18 years old, recruited via convenience sampling; n = 427. The sample was predominantly young (320 aged 18–29) and relatively well-educated (39.6% bachelor’s degree).
  • Measures: SII adapted from Bearden et al. (1989), 12 statements; CC adapted from Roy Chaudhuri et al. (2011), 11 statements; SCC adapted from Campbell et al. (1996), 12 items (10 reverse-coded); all 5-point Likert. A pilot study with 50 participants yielded Cronbach’s alphas of .889, .877, and .833, respectively.
  • Analysis: SPSS; Pearson correlations; exploratory factor analysis for SII; Hayes Process Macro Model 1 for moderation; conditional effects at -1 SD, mean, and +1 SD of SCC. Harman’s single-factor test accounted for 31.566% of variance, below the 50% threshold.

Limitations

  • Stated: convenience sampling limits generalizability of findings; cross-sectional design restricts causal interpretations; future qualitative, experimental, and cross-cultural studies are recommended.
  • Evident: the sample is predominantly young and relatively well-educated, which may limit broader population inference.
  • Evident: data came from self-report surveys, and although common method bias was assessed with Harman’s test, the design remains vulnerable to self-report and common-method concerns; the Turkish collectivist/high-power-distance context may also limit generalization to other cultural settings.

Model-written summary. Check it against the paper before relying on it.

Integrity signals

Registry

Crossref · 10.54663/2182-9306.2026.v.14.n.26.204-227

Cites

71 of 71 references verified0 citation errors · 0 not checkable

Statistics

Nothing to recompute.

Figures

Figure 2 . Figure 2. Simple slope analysis
Figure 2 . Figure 2. Simple slope analysisCC-BY-NC · From the PDF

Verification

Claims the paper makes

24 Own result · 23 Own interpretation · 19 Sources not found · 10 No full text of the sources · 8 Not checked yet · 7 Own method · 5 Supported · 1 Partly supported · 1 No basis given · accuracy not yet measured

Show all 36 claims

  • Probably not a substantial claim. 48
  • It may state two separate claims as one. 30
  • The quote only partly states this claim. 2
62 of 62
  • The paper relies on this without support.

    Türkiye is a non-Western, collectivist cultural context.

    “and providing empirical evidence from a non-Western, collectivist cultural context.”
  • The paper relies on this without support.

    The relationships observed between susceptibility to interpersonal influence, conspicuous consumption, and self-concept clarity are causal.

    “Therefore, as the level of SII increases, the tendency to CC also increases, but SCC negatively affects this positive relationship.”
2 of 2

Citations

Cites

Show all 49 references

Research works printed but not linked: 11

  1. Coopersmith, S., & Feldman, R. (1974). Fostering a positive self-concept and high self-esteem in the classroom. In R. H. Coop and K. White (Eds.), Psychological concepts in the classroom (pp. 192-225). New York: Harper & Row.
  2. Dumont, K. (2008). Research methods and statistics. In L. Nicholas (Ed.), Introduction to psychology (pp. 9-48). Cape Town: UCT Press.
  3. Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A Regression-Based Approach. New York: The Guilford Press.
  4. Kabir, T., & Sarker, B. C. (2015). Effect of cultural dimensions on customers' susceptibility to interpersonal influence in the context of Bangladesh. Prime University Journal, 9(1), 77-108.
  5. Kirmani, A., & Ferraro, R. (2017). Social influence in marketing: How other people influence consumer information processing and decision making. In S. G. Harkins, K. D. Williams and J. M. Burger (Eds.), The Oxford handbook of social influence (415-430). New York: Oxford University Press.
  6. Sarstedt, M. & Mooi, E. (2014). A concise guide to market research: The process, data, and methods using IBM SPSS statistics. Heidelberg: Springer.
  7. Schiffman, L., O'Cass, A., Paladino, A., & Carlson, J. (2014). Consumer behaviour. Australia: Pearson.
  8. Schroeder, J. E. (1996). An analysis of the consumer susceptibility to interpersonal influence scale. Journal of Social Behavior and Personality, 11(3), 585-599.
  9. Stebbins, R. A. (2009). Conspicuous consumption: Common ground / separate worlds. London: Palgrave Macmillan.
  10. Urdan, T. C. (2017). Statistics in plain English. New York: Routledge.
  11. Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1(1), 1-15.

Cited by

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Metadata

Authors
KILINÇ, Ö., Yıldızb, S., & ARICI, A.
Affiliations
Inonu University (TR)
Venue
International Journal of Marketing, Communication and New Media
Published
2026-06-30
Volume
14
Issue
26
ISSN
2182-9306 (ISSN-L)
OpenAlex
W7202134083
Cited by
0
References
49
FWCI
0.00
Type
journal article
Language
en
Open access
Licence
cc-by-nc
Locations
  • International Journal of Marketing Communication and New Media (publishedVersion, cc-by-nc)
  • Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT) (submittedVersion, cc-by-nc)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
Keywords
conspicuous consumption, self-concept clarity, moderating effect, consumer behavior, social influence

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