Consumer Behavior

Effect of Young Consumers’ Self-Concept on Hedonic/Utilitarian Cool Attitudes

  • Mijeong Noh (Ohio University)
  • Rodney C. Runyan (Texas State University)
  • Jon Mosier (Michigan State University)


Understanding the self-concept of young consumers is crucial for apparel marketers because such consumers prefer to purchase products with images congruent with their self-images (i.e., one dimension of self-concept) (Runyan, 1988). Apparel marketers strive to attach target consumers’ perceived self-images to products as a marketing strategy to spur a greater probability of being purchased (Ataman & Ulengin, 2003). Thus, commercial marketers need to understand the projected or ideal self-image of their consumers to increase product sales.

Keywords: Hedonic, Utilitarian, Innovativeness, self-concept

How to Cite:

Noh, M. & Runyan, R. C. & Mosier, J., (2013) “Effect of Young Consumers’ Self-Concept on Hedonic/Utilitarian Cool Attitudes”, International Textile and Apparel Association Annual Conference Proceedings 70(1).

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Published on
01 Jan 2013
Peer Reviewed