Self-concept clarity: Exploring its role in consumer behavior

Even two decades later since Self-Concept Clarity (SCC) first emerged in the psychology literature, this important concept has escaped the attention of consumer psychologists. Distinguished in the psychology literature from the concept of self-esteem, our study examines the role of SCC in selected consumer behaviors. A survey of 301 consumers established that SCC contributes to consumers’ general satisfaction with life and its absence leads to such consumer behaviors as susceptibility to interpersonal influence, materialism, post purchase doubt, shopping as escape, and use of products as identity bolsters. This last set of results shows that low SCC consumers, who by definition are inflicted with self-confusion and concomitant anxiety, use the marketplace as a coping resource. These results suggest the concept’s utility in extending our understanding of certain important consumer behaviors.