In the present research, the relationship between the psychological construct of self-monitoring (Snyder, 1974) and consumer behavior is investigated. The word association study undertaken for the present paper was deliberately unstructured. This type of methodology provides respondents with a context free environment in which contents of fruit and vegetable knowledge structures can be elicited. This is the first such study that examines self-monitoring in a free-recall situation, and the results are instructive in providing more information on the specific nature of self-monitoring effects. Furthermore, the results of this study demonstrate a relationship between two sub-disciplines of psychology, namely self-monitoring (Snyder, 1974) and decision-making (Damasio, 1994; Epstein, 1997; Hammond, 1996).
Self-Monitoring, Decision-Making, Word Association, Consumer Behavior
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Recommended APA Citation
Kjeldal, S. (2003). Self-Monitoring and Consumer Behavior . The Qualitative Report, 8(3), 353-376. Retrieved from http://nsuworks.nova.edu/tqr/vol8/iss3/2