THE EFFECT OF SOCIAL NORM, REFERENCE GROUP, AND SELF-DISCREPANCY ON CONSUMPTION PRACTICES: SECRET ALCOHOL CONSUMPTION

Year 2023, Issue: 39, 30 - 47, 30.04.2023

Doğan Başaran , Ayla Özhan Dedeoğlu

https://doi.org/10.18092/ulikidince.1148644

Abstract

The present study investigates the relationship of self-discrepancy theory and social identity theory with secrecy and consumption. The effects of reference groups and social norms on consumption preferences and the effects of preference conflicts on consumption practices were investigated. The theoretical model of the study focusing on secret alcohol consumption was tested with structural equation modeling. The findings reveal that social norms and reference groups have significant effects on self-conflict and therefore on secret consumption tendency. In the face of the strict norms of the society and the negative attitudes of the close environment, self-conflict can lead to the practice of secret consumption. This study, which reveals the effects of social norms and negative attitudes of the immediate environment on self-conflict and therefore on secret consumption, also contributes to the literature of secret consumption and social identity theory and self-discrepancy theories. Since there are limited studies examining the relationship between secrecy and consumption in the literature, this research enriches the secret consumption literature.

Keywords

secret consumption, social norm, reference group, social identity theory, self-discrepancy theory

SOSYAL NORM, REFERANS GRUP VE BENLİK TUTARSIZLIĞININ TÜKETİM PRATİKLERİNE ETKİSİ: GİZLİ ALKOL TÜKETİMİ

Abstract

Benlik tutarsızlığı teorisinin (self-discrepancy theory) ve sosyal kimlik teorisinin gizlilik ve tüketimle olan ilişkisinin araştırıldığı bu çalışmayla tercih çatışmasının tüketim pratiklerine nasıl etki ettiği ortaya konulmuş olup referans grup etkisi ve sosyal normların etkileri araştırılmıştır. Gizli alkol tüketimine odaklanan çalışmanın kuramsal modeli yapısal eşitlik modellemesiyle test edilmiştir. Bulgular sosyal normların ve referans grupların benlik tutarsızlığı ve dolayısıyla da gizli tüketim eğilimi üzerinde anlamlı etkisi olduğunu göstermektedir. Toplumun katı normları ve yakın çevrenin olumsuz tutumu karşısında tüketicilerde oluşabilen benlik tutarsızlığı gizli tüketim pratiğine yol açabilmektedir. Sosyal normların ve yakın çevrenin olumsuz tutumlarının benlik tutarsızlığı ve dolayısıyla da gizli tüketime etkisini ortaya koyan bu çalışma aynı zamanda, gizli tüketim ve sosyal kimlik teorisi ve benlik tutarsızlığı teorileri alanında literatüre katkı sağlanmaktadır. Literatürde gizlilik ve tüketim ilişkisinin incelendiği sayılı miktarda araştırma olması nedeniyle bu araştırma gizli tüketim literatürünü zenginleştirmesi bakımından önem ifade etmektedir.

Keywords

gizli tüketim, sosyal norm, referans grup, sosyal kimlik teorisi, benlik tutarsızlığı teorisi

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