Self-Concept in Consumer Behavior: A Critical Review

1982/12/01 by M. Joseph Sirgy · 3,565 citations
Business, Management and Accounting · Psychology · Social Sciences · #Business #Consumer Behavior in Brand Consumption and Identification #Digital Marketing and Social Media #Marketing #Media, Gender, and Advertising #Psychology

paper · doi:10.1086/208924

published in Journal of Consumer Research 9(3), 287 (Oxford University Press)

openalex publication_date 1982/12/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/06

Abstract

The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. This paper critically reviews self-concept theory and research in consumer behavior and provides recommendations for future research.

Citations

• The Functional Approach to the Study of Attitudes
• Self-perception: An alternative interpretation of cognitive dissonance phenomena.
• A Theory of Social Comparison Processes

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