Self‐Monitoring and Consumer Psychology

Abstract

Research on the relations between self-monitoring differences and two important areas of consumer behavior, reactions to specific advertising approaches and product evaluation strategies, is reviewed and evaluated. First, research on the responsiveness of high and low self-monitors to image-oriented and product-quality-based advertising attempts is addressed. Although findings generally indicate that high self-monitors are more responsive to image-oriented ads and that low self-monitors are more responsive to quality-based appeals, these results have not been robust. Possible reasons for this inconsistency are explored. Second, research on the means by which high and low self-monitors evaluate consumer products is examined. Findings suggest that when judging product quality, low self-monitors tend to rely on product performance and high self-monitors more likely use the product's image-enhancing capabilities. Additionally, research indicates that self-image/product-image congruency is generally a more important concern for low self-monitors, but high and low self-monitors' differential reliance on this congruency might be moderated by the situations in which the product is typically used. Additional possible delimiting conditions of these general findings are discussed.

Conspicuous consumption versus utilitarian ideals: How different levels of power shape consumer behavior

“…High self-monitors prefer products advertised via a soft-sell approach, whereas low self-monitors prefer products advertised through a hard-sell approach (DeBono, 2006;Snyder & Debono, 1985). These authors reasoned that because high self-monitors strive to ''fit in" across a variety of social situations, they are naturally more concerned about what others will think of them and thus more swayed by advertisements related to image and status.…”

The moderating role of construal level on the evaluation of emotional appeal vs. cognitive appeal advertisements

“…This statement also means that different motives of consumers would need different approaches and strategies to fulfill consumers' needs (Park et al 1986). Furthermore, although advertising strategies may differ in various dimensions, the basic approach to advertise a product is to highlight a certain appeal of the product (DeBono 2006;Johar and Sirgy 1991). Some ads focus on the emotional value connected with owning and using the product (emotional appeal; e.g., product image), whereas other ads primarily focus on the utilitarian value of the product itself (cognitive appeal; e.g., product quality; DeBono 2006; Snyder and DeBono 1985).…”

Self-Monitoring, Opinion Leadership and Opinion Seeking: a Sociomotivational Approach

“…In addition, when selecting dating partners, high self-monitors, more than low self-monitors, strongly value the physical attractiveness and social status of potential partners (Snyder et al 1985;Jones 1993; see also Sigall and Landy 1973). High self-monitors are also more persuaded by a product's image than the product's content and quality (DeBono 2006) and are more sensitive to social cues when a product is a luxury product such as golf clubs rather than a necessity product like toothpaste (Brinberg and Plimpton 1986). High self-monitors mimic others' gestures more when the other person is superior, compared to inferior, to them, whereas low self-monitors' mimicry is not influenced by an interaction partner's status (Cheng and Chartrand 2003, Study 2).…”