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SelfMonitoring and Consumer Behavior

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Topic: Consumer Behavior

Sort Desciption: construct of self-monitoring (Snyder 1974) and consumer behavior is ... As stated above the present research is focussed upon consumer behavior and the ...

Content Inside: The Qualitative Report Volume 8 Number 3 September 2003 353-376 http://www.nova.edu/ssss/QR/QR8-3/kjeldal. pdf 353 SelfMonitoring and Consumer Behavior Sue-Ellen Kjeldal University of New England Australia In the present research the relationship between the psychological construct of self-monitoring (Snyder 1974) and consumer behavior is investigated. The word association study undertaken for the present paper was deliberately unstructured. This type of methodology provides respondents with a contextfree environment in which contents of fruit and vegetable knowledge structures can be elicited. This is the first such study that examines selfmonitoring in a freerecall situation and the results are instructive in providing more information on the specific nature of selfmonitoring effects. Furthermore the results of this study demonstrate a relationship between two sub-disciplines of psychology namely self- monitoring (Snyder 1974) and decision-making (Damasio 1994 Epstein 1997; Hammond 1996). Key words: Self-Monitoring Decision-Making Word Association and Consumer Behavior Introduction In the present research the relationship between the psychological construct of self-monitoring (Snyder 1974) and consumer behavior is investigated. The word association study undertaken for the present paper was deliberately unstructured. This type of methodology provides respondents with a contextfree environment in which contents of fruit and vegetable knowledge structures 1 can be elicited. This is the first such study that examines selfmonitoring in a freerecall situation and the results are instructive in providing more information on the specific nature of selfmonitoring effects. Furthermore the results of this study demonstrate a relationship between two sub-disciplines of psychology namely self-monitoring (Snyder 1974) and decision- making (Damasio 1994 Epstein 1997; Hammond 1996). The psychological construct of selfmonitoring introduced by Snyder (1974) has been ...