I Imagine, I Shop, I Buy: The Effects of Self-Esteem and Social Participation on the Ability to Imagine, and Consumer Fahsion Objects in a Retail Environment

Consumers use their imaginations to construct visions in which they become the featured actors of a future situation using the product, affecting purchase intentions, the intensity of the intentions, and the duration of the intentions (Ahuvia 2005; Anderson 1983; Cross and Markus 1990; Garry and Polaschek 1999; Gerrig 1994; Holbrook and Hirschman 1982; Markus and Nurius 1986). Using self-verification theory, this study makes an academic contribution by advancing the literature on imagination, self-esteem and social self-consciousness, as encouraged by researchers such as Schau (2000). From a managerial perspective, the topic certainly resonates at the retail level, where decisions are based on many factors- including experience and potentiality of possession and self in an object (Belk 1988). This paper uses Self-Verification theory to support individual traits’, such as knowledge, self-esteem, involvement, and social self-consciousness, in relation to imaginative consumption. In addition, use of imaginative consumption and self-verification theory explains opinion leadership, the small, powerful, and vaguely understood segment (Baumgarten 1975; Goldsmith, Heitmeyer, and Freiden 1991).

The data collected in this research were obtained from a survey instrument administered to college students, primarily between the ages of 18-25, in a large, American-southwest university. All participants were entered in a drawing to win a gift card. A total of 156 usable survey responses were obtained. Scales were borrowed from the literature with all items rated on a Likert-type scale where 1 = Strongly Agree and 7 = Strongly Disagree. All alphas provided for at least minimal reliability (Beardon, Haws, and Netermeyer 2010; Robinson, Shaver, and Wrightsman 1991). Hierarchical multiple regression analysis was used to examine the relationships between individual differences and imaginative consumption, and between imaginative consumption and opinion leadership. Fashion involvement, self-esteem, and idea shopping motivation were all significant predictors of imaginative consumption and imaginative consumption, probability of a mispurchase, and fashion knowledge were all significant predictors of fashion opinion leadership. In light of these findings, retailers that appeal to opinion leaders and encourage self-verifying behavior can benefit. Retailers should stimulate thought and action through innovative atmospherics and visuals, special event programs designed to bring these consumers in shops, and by providing ease of access visually and physically to merchandise. In operationalizing these strategies, retailers can invite the consumers subtly to engross themselves in imaginative consumption.