The author would like to thank Hal Fried, Rich Petty, Mark Snyder, and Shirley DeBono for their help in preparing this manuscript and Chris Leone and two anonymous reviewers for their most helpful comments on an earlier draft. Correspondence should be addressed to Ken DeBono, Department of Psychology, Union College, Schenectady, NY 12308. E-mail: firstname.lastname@example.org.
Self-Monitoring and Consumer Psychology
Version of Record online: 9 MAR 2006
Journal of Personality
Volume 74, Issue 3, pages 715–738, June 2006
How to Cite
DeBono, K. G. (2006), Self-Monitoring and Consumer Psychology. Journal of Personality, 74: 715–738. doi: 10.1111/j.1467-6494.2006.00390.x
- Issue online: 9 MAR 2006
- Version of Record online: 9 MAR 2006
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.