Conceptualizing self‐monitoring: links to materialism and product involvement

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Abstract
The relationship of self-monitoring to buying behavior and to the consumer’s value system is controversial and not well understood. The study examined the relationship between self-monitoring, materialism, and involvement with clothing and brands among a sample of 387 young adults. Constructs were measured with Snyder’s Self-Monitoring Scale, the Material Values Scale, the Consumer Involvement Profile, and a scale measuring market alienation. Self-monitoring was positively related to materialism, to clothing involvement, and to interest in marketplace events and brands. Discusses implications for the meaning of self-monitoring and the use of personality in explaining consumption behavior. Suggests implications for marketing strategy.

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