Self-expressiveness in shopping

M. Joseph Sirgy, Dong Jin Lee, Grace B. Yu, Eda Gurel-Atay, John Tidwell, Ahmet Ekici

Research output: Contribution to journalArticle

15 Citations (Scopus)


Some people experience self-expressiveness in shopping. Self-expressiveness in shopping is defined as the degree to which consumers they think shopping activity is an important part of their self-concept. This paper reports on the testing of a model dealing with antecedents and consequences of self-expressiveness in shopping. Based on eudaimonistic identity theory, we hypothesized that feeling of self-expressiveness in shopping is influenced by consumers' flow experiences in shopping activities, self-realization potential through shopping, and effort expended through shopping. We also hypothesize that self-expressiveness in shopping increases overall life satisfaction, mediated by perceived impact of shopping on life satisfaction. The model was tested using a panel of 5440 shoppers. The results provide good support for the model. Managerial implications are discussed in addition to avenues for future research.

Original languageEnglish
Pages (from-to)292-299
Number of pages8
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 2016 May 1

All Science Journal Classification (ASJC) codes

  • Marketing

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    Sirgy, M. J., Lee, D. J., Yu, G. B., Gurel-Atay, E., Tidwell, J., & Ekici, A. (2016). Self-expressiveness in shopping. Journal of Retailing and Consumer Services, 30, 292-299.