Understanding the influences underlying consumption has become an increasingly
important goal for marketers. This study examined the role of self-concept in consumer
behavior, specifically product evaluation. The influences of various dimensions of the
self-concept are examined in regard to four product dimensions: public luxury, public
necessity, private luxury, and private necessity. Differences due to variations in
individual levels of self-monitoring are also measured. Overall, results showed that the
more conspicuous a product is (higher on luxury/public dimensions) the greater the
relationship between evaluation and ideal self-images (ideal self and ideal social self) for
both high and low self-monitors.