An investigation of self-image congruence differences between materialistic and non-materialistic consumers

Abstract

This research aims to determine whether there are differences in the self-image congruence between materialistic and non-materialistic consumers towards different product categories (social and private consumption products). The study was carried out on the students of Erzurum Ataturk University using the survey method. Results indicate that there are significant differences in the self-image congruence between materialistic and non-materialistic consumers. Additionally, non-materialistic consumers choose products that reflect their actual selves, whereas materialistic consumers choose products that support their ideal selves.