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The effect of self-construal on statue and role-relaxed consumptionBaşar, Enes EmreErciş, AyselConsumer behaviorRole-relaxed consumtionSelf construalStatue consumptionConsumer behavior researches indicate that individuals prefer the products which are compatible with themselves. For instance, individuals with highly independent-self take into account the functional benefits whereas individuals with highly interdependent-self take into account the symbolic benefits on their product preferences. Related studies in literature show that there are two different consumption patterns, which are called statue and role-relaxed consumptions, those take the lead on explaining consumers’ brand or product preferences. Statue consumption concentrates on symbolic meanings of the products, whereas role-relaxed consumption focuses on the functional benefits. This research examines the effects of self-construal on statue and role-relaxed consumption patterns with reference to the close relationships of independent self and interdependent self with role-relaxed consumption and statue consumption, respectively. The results indicate that self-construal has significant effects on statue and role-relaxed consumption.Mediterranean Center of Social and Educational Research2015Articlehttps://rdlopen.rawdatalibrary.net/r/bayburt/13732https://doi.org/10.5901/mjss.2015.v6n3s2p182039-9340enMediterranean Journal of Social Sciencesinfo:eu-repo/semantics/openAccessinfo:eu-repo/semantics/articlehttps://bayburt-rdlopen.rawdatalibrary.net/tr/items/bayburt/13732