Effects of Self-Discrepancy Salience and Purchase Type on Extended Self

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Northern Kentucky University
This research study investigates how the perception of one’s self concept and perceived consumption of luxury material and experiential purchases can affect wellbeing. Previous research states that possessions are evaluated on their ability to fulfill basic human needs. Participants will write 10 traits that describes a person and will write about consuming a luxury material or a luxury experiential purchase. Extended Self, Happiness, and Satisfaction will be measured. It is hypothesized that when there is a discrepancy amongst self-concepts, people will gain more happiness and satisfaction from luxury experiential purchases. Results will help consumers make informed purchasing decisions.
2020 Celebration of Student Research and Creativity presentation
Self-perception, Self-discrepancy theory, Luxuries Purchasing