SELF-CONSCIOUSNESS, SELF-AWARENESS AND ACCURACY OF SELF-REPORT: A TEST OF SELF-FOCUS IN A MARKET RESEARCH AND CONSUMER BEHAVIOR SETTING.
Item
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Title
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SELF-CONSCIOUSNESS, SELF-AWARENESS AND ACCURACY OF SELF-REPORT: A TEST OF SELF-FOCUS IN A MARKET RESEARCH AND CONSUMER BEHAVIOR SETTING.
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Identifier
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AAI8614680
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identifier
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8614680
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Creator
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GOULD, STEPHEN JAMES.
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Contributor
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Leon G. Schiffman
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Date
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1986
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing
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Abstract
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This dissertation is concerned with the marketing research application of social psychological constructs of self-consciousness (the personality trait dealing with the degree of self-focused attention) and self-awareness (the state of self-focused attention at any given moment). The central aim of this study was to assess how self-consciousness and self-awareness factors affect the accuracy of respondents' answers in marketing surveys. This assessment was made on the basis of a four group exploratory experiment involving student subjects at a major Northeastern university.;The dependent variables used in the study were: (1) self-report measures (number of unanswered questions), (2) self-concept (differences between the actual and ideal self), (3) ideal age (differences between the actual and ideal age), (4) retail image (differences between various retail image measures), (5) before and after self-awareness differences in self-concept and (6) affect.;Private self-consciousness was assessed with respect to these dependent variables. First, private self-consciousness was found through the use of LISREL confirmatory factor analysis to consist of two dimensions: (1) internal self-consciousness and (2) reflective self-consciousness. Next, these two dimensions of private self-consciousness were regressed on the dependent variables; the results indicated effects for internal and reflective self-consciousness which were small in size and partial, i.e., occurring only under certain conditions. Additionally, public self-consciousness, which relates to the concern a person has for himself as a public object, was found to be positively related to frequency of TV usage although it was negatively related to commercial recall.;On the other hand, no effect on the dependent variable was found for the experimental manipulation of self-awareness, except for some minor interactions with internal and reflective self-consciousness, when they each were divided at the median to indicate high and low self-conscious respondents.;In addition, the overall model for the self-awareness process (self-focus leads to affect which leads to the motivating discrepancy which leads to self-report) was tested in a path analysis. While the results for the overall model were weak, the finding that perceived self-focus was related to the self-report measures and the motivating discrepancy indicated an area for future research concern.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
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Program
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Business
