Self-expressiveness in shopping

Abstract

Keywords:Self-expressiveness in shopping Perceived impact of shopping on overall life satisfaction Life satisfaction a b s t r a c t Some people experience self-expressiveness in shopping. Self-expressiveness in shopping is defined as the degree to which consumers they think shopping activity is an important part of their self-concept. This paper reports on the testing of a model dealing with antecedents and consequences of self-expressiveness in shopping. Based on eudaimonistic identity theory, we hypothesized that feeling of self-expressiveness in shopping is influenced by consumers' flow experiences in shopping activities, self-realization potential through shopping, and effort expended through shopping. We also hypothesize that self-expressiveness in shopping increases overall life satisfaction, mediated by perceived impact of shopping on life satisfaction. The model was tested using a panel of 5440 shoppers. The results provide good support for the model. Managerial implications are discussed in addition to avenues for future research.

The Effects of Shopping Well-Being and Shopping Ill-Being on Consumer Life Satisfaction

“…This finding is consistent with past research (e.g., El-Hedhli et al 2013;Meadow and Sirgy 2008;Sirgy et al 2008;Sirgy et al 2016). Shopping well-being does indeed contribute to perceived quality of life or life satisfaction.…”

“…Positive, societal aspects of shopping activities include satisfaction with shopping and retail institutions in the local area (e.g., El-Hedhli et al 2013;Meadow and Sirgy 2008;Sirgy et al 2008;Sirgy et al 2016); whereas negative aspects of shopping include financial stress (e.g., Muntz 2016; Schor 1998), overspending (e.g., Bearden and Haws 2012;Hauser 2010;Haws et al 2012;Skowronski 2010), materialism (e.g., Brown et al 2016;Richins and Dawson 1992;Van Boven 2005), and shoplifting (e.g., Philips et al 2005).…”

“…Shopping activities have been described as a form of Brecreation^(e.g., Backstrom 2006; Guiry et al 2006), entertainment (e.g., Moss 2007), and an activity that creates emotional arousal and joy (e.g., Jin and Sternquist 2004;Pooler 2003). Additionally, researchers over the past decade have explored the idea that marketplace activities (i.e., shopping) may help individuals express themselves (e.g., Sirgy et al 2016). As a result, it is possible to argue that shopping activities are not only hedonically enjoyable but also selfexpressive in that individuals express their own personal identity through shopping.…”

“…Macromarketing researchers, for example, have studied various positive and negative aspects of shopping activities. How shopping in one's local area contributes to consumer well-being and life satisfaction is one example focusing on the positive aspects of shopping (e.g., ElHedhli et al 2013;Meadow and Sirgy 2008;Sirgy et al 2008;Sirgy et al 2016).…”

“…The research to date has focused either on the positive (e.g., Arnold and Reynolds 2012;Sirgy et al 2016) or the negative aspects (e.g., Ridgeway et al 2008;Roberts et al 2005) of shopping. In other words, past research, although very informative, falls short in recognizing the complex nature of the consequences of shopping activities.…”