Self-Monitoring as a Moderating Variable in Consumer Behavior
- 1 December 1978
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 5 (3) , 159-162
- https://doi.org/10.1086/208726
Abstract
Most consumer research uses either a dispositional or a situational conceptual orientation for all types of behavior. This article explores the value of using a moderating variable to identify which individuals are primarily influenced by either dispositional or situational variables.Keywords
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