Author: Saba Mumtaz
Supervisor: Nida Zafar & Rukhsana Kausar, PhD
Degree: M.Sc
Year: 2014-2016
University: Institute of Applied Psychology, Punjab University, Lahore, Pakistan
Abstract
Consumption on brands is increasing day by day in Pakistan especially in women. The present research was conducted to investigate relationship in narcissistic tendencies, conspicuous consumption on brands and self- image in women. It was hypothesized that: conspicuous consumption on brands is likely to mediate relationship in narcissistic tendencies and self- image in women; there is likely to be a difference in working and non- working women in narcissistic tendencies, conspicuous consumption on brands and self-image. Correlational research design was used. The sample comprised of 240 women with equal number of working and non- working women from Lahore, Pakistan. For assessment, Narcissistic Personality Inventory (Raskin & Terry, 1988), Bergen Shopping Addiction Scale (Andreassen et al., 2015) and Self-Image Profile (Butler & Gasson, 2006) were used. Pearson Product moment correlation, mediation through regression and independent sample t-test were applied for analyses. Results of correlational analysis showed that narcissistic tendencies were positively correlated with compulsive consumption on brands and negatively correlated with self-image and conspicuous consumption was also negatively related with self-image. Results showed that conspicuous consumption on brands mediates the relationship between narcissistic tendencies and self-image in women. Non-working women have higher level of narcissistic tendencies and tendency to consume on brands as compared to working women. Furthermore, non- working women have low self-image as compared to working women. Results have important implications for working and non-working women to manage their shopping addiction in order to enhance their self- image.
Keywords: Narcissistic Tendencies, Conspicuous Consumption, Brands, Self-image.
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Corresponding Address: Department of Applied Psychology, University of the Punjab, Lahore, Pakistan. Email: chairperson@appsy.pu.edu.pk, Phone: 92-42-9231245
