The impact of self-construal and self-concept clarity on socially motivated consumption: The moderating role of materialism

The present study focuses on the diamond wedding ring context in order to measure the effect of two important variables for consumption. The first one is the effect of the independent/interdependent self-construal factors in addition to self-concept clarity. The second one is the intersection effect of these self-related concepts with materialism on socially motivated consumption. These hypotheses are tested using multiple regression analysis. Analyses are made based on a data sample of 230. It has been found that all of the expected relations, except the direct relation between selfconcept clarity and attitude towards diamond wedding ring, besides the moderating role of materialism between the interdependent selfconstrual and self-concept clarity and attitude towards diamond wedding ring, are significant. However, it is seen that the sign of the relation between interdependent self-construal and attitude towards wedding ring was negative. The present paper argues that these contradictory results may be due to cultural factors.