A Study of Australian Materialistic Values, Product Involvement and the Self-Image/ Product-Image Congruency Relationships for Fashion Clothing

Abstract

There is an increasing trend of a strong preference for or bonding to, possessions which is tied to the rise of individualism in our modern consumer society. Individuais increasingly define themselves and others in terms of their possessions and possessions have come to serve as key symbols for personal qualities, attachments and interests. To help understand this attitude of consumers toward their possessions, marketing scientists have utilized the construct of ‘involvement’. In the past decade, considerable theory development and empirical testing has centered on involvement (Mittal 1989). The purpose of this study was to explore the relationship between consumers involvement, their degree of materialism and degree of self-image product-image congruency.