Professional Documents
Culture Documents
Final PR2 G3-1
Final PR2 G3-1
Submitted by:
Renabelle C. Caga
Andrea Zena D. Gallego
Richard H. Capanas Jr.
May Joy S. Felisario
Kaye D. Fernandez
Rhein Rose A. Garcia
Jorgette Marie D. Guancia
Ginre Marie E. Iballa
Aliana Beth Montaño
Francince A. Padilla
Grade 12 - ABM A
Group 3
Nowadays, people around the globe have shifted spending behaviors from
functional to materialistic and aesthetic purposes. Driven by this behaviour vanity
became an area of study in numerous researches and was made popular as a significant
predictor of materialism. However, the reason behind their relationship was never
established. This motivated the researcher to determine if the relationship of vanity and
materialism in the adolescents of Bacolod City can be explained by self-discrepancy.
Results show that there is no significant difference in the levels of both vanity and
materialism between male and female and there is a significant difference in the level of
materialism between low and high allowance but obtained no significance in the level of
vanity. There were significant relationships between variables (vanity, materialism and
self-discrepancy), however, the relationship of vanity and materialism to self-discrepancy
is weak. Mediation test shows that there is a full mediation of self-discrepancy in the
relationship of vanity and materialism. This signifies that self-discrepancy can be made
as an explanation in the relationship of vanity and materialism. The results of the study
will be viewed significant to the adolescents of Bacolod City, because this will guide
them in being responsible consumers of this generation.
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TABLE OF CONTENTS
Title Page i
Abstract ii
Chapter I
Background of the Study 5
Statement of the Problem 9
Hypotheses 11
Scope and Limitation 11
Significance of the Study 13
Definition of Terms 14
Theoretical and Conceptual Framework 15
Chapter II: Review of Related Literature
Consumerism 21
The Role of Advertising 22
Veblenian Social-Psychological Model 23
Vanity 24
Physical Vanity 24
Achievement Vanity 24
Consumer Vanity 25
Materialism 26
Self-Discrepancy 26
Actual/own vs. Ideal/ own 27
Actual/own vs. Ought/own 27
Vanity and Materialism 28
Self-Discrepancy as a Mediator
Vanity and Self- Discrepancy 29
Materialism and Self-Discrepancy 30
Vanity and Materialism Mediated by Self-Discrepancy 30
Adolescents 31
Synthesis 31
Chapter III: Methodology
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iii
Research Design 34
Study Participants and Instrument 35
Research Instrument 36
Validity of the Research Instrument 38
Reliability of Research Instrument 38
Data Gathering Procedure
Determining the Inclusion Criteria 39
Making the Consent Forms 39
Identifying the Possible Participants 39
Conducting the Survey 40
Tabulating the Gathered Data 40
Data Analysis 41
Chapter IV: Results and Discussion 43
Chapter V: Summary of Findings, Conclusion, Recommendations
Summary of Findings 64
Conclusion 66
Recommendations 67
References 69
Appendices 77
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Chapter 1
and services it facilitates and the commoditization it creates. Products and services that
professionals now glut the market because computers make it easy for them to be
produced and distributed quickly and cheaply all around the globe. People buy products
based on needs used to be a strong market position but now it isn’t anymore (Turkel,
2014). This claim supports the study of Chang et al. (2011), wherein they have reported
that instead of being influenced by the functional and utilitarian needs, people’s
materialistic pleasure.
various companies utilizes to make their target market be aware of the products and
services they offered and to generate response from them (Mogire & Oloko, 2014).
Bandura’s development of social learning behavior theory in year 1978, states that among
all behavior influences coming from someone’s family and peers as well as the mass
media, it is mass media that has the greater influence. This theory is still being used by
advertisers together with vanity and materialism in creating false consciousness and
praising self-expression according to Abela (2006) and Durvasula and Lyonski (2008).
organization, stated that advertising has helped increase consumer culture by portraying
5
physical attractiveness and material goods as a gateway to happiness and success.
Vanity accounts are characterized by personal cost and negativity than pride and
positive self-presentation, and are related to image concern. Higher cost of and less
and authentic pride (Webster et al., 2014). Consumer vanity is then defined by Wang and
Waller (2006) as the underlying consumer value orientation wherein the behavior of the
consumers is influenced by their fixation with physical appearance and success. Thus,
making the consumers spend their money for aesthetic value than the products function
or use.
and happiness through the addiction of obtaining objects intended for outward desires or
frustrations because of the need to maintain them. In accordance with the study of
Burroughs and Rindfleisch (2002), over the past decade materialism has emerged as an
important research topic. Previous research finds that high levels of material values are
about the relationship between materialism and well-being within the broader context of
In the study of Japson, Te, and Valecina (2017) about the relationship of vanity
and materialism being mediated by anxiety, they were able to establish the positive
relationship between vanity and materialism in the Philippine context. However, they
6
failed to prove that anxiety mediates the relationship between the two. This might
possibly be because of the vast reasons that caused anxiety. In this study, the researchers
narrow down the possible reasons that lead to anxiety. And one of the probable causes
predispositions” (p.129).
embodies the various types of negative psychological phenomenon that are associated
restlessness).”
In the research study conducted by Park & John (2010), they found that the
materialism. Moreover, those people with larger gap between implicit and explicit self-
esteem are with self-enhancing benefits more likely to buy products that can be linked to
7
the self. It is also supported by a 2014 quantitative study of Roberts et al., which asserts
that the contingent self-esteem leads to greater level of compulsive buying. The fear of
puberty that unleashes a powerful bundle of changes in the body of the adolescents which
is reflected on their sexual, emotional, cultural and spiritual passion. He then classifies
individuals with ages 12 to 20 years old as the adolescents. As to the report of the
During this period both genders tend to spend hours concerned about their appearance or
how they look on the outside, particularly in order to “fit in” with the norms of the
society.
The conduct of this study is relevant to the current economic state of the city.
According to an article published in Manila Bulletin last December 28, 2017 written by
Mark L. Garcia, Mayor Evelio Leonardia stated that the city’s economy is improving as
big businesses continue to come in. This can lead to more job opportunities, enhance
purchasing power of the people and increase in taxes. An improvement then in Bacolod
City’s economy will eventually create a rippling effect to the Philippine economy as a
whole. The researchers will conduct this study to better understand the reason behind the
consumer behavior of adolescents in terms of vanity and materialism within the locality
between vanity and materialism if proven will address the research gap of the 2017
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quantitative research study conducted by Japson et al., whose findings were not able to
show the mediation of anxiety to vanity and materialism. By knowing this, it can help
marketing researchers fully understand the driving factors that affect Bacolod City’s
consumer behavior and use this study as a basis in introducing a marketing plan to better
attract customers.
This study aims to determine the consumer behavior of adolescents in Bacolod City
Specifically, the conduct of this study aims to answer the following questions:
a. Age
b. Sex
c. Type of School
d. Weekly Allowance
a. Male
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b. Female
a. Public
b. Private
a. High
b. Low
whole?
11. Is the relationship between vanity and materialism as a whole mediated by self-
discrepancy?
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HYPOTHESES
For problem no. 6, there is no significant difference in the levels of vanity and
materialism between students with low and high allowance in Bacolod City. While for
problem no. 7 and 8, there is no significant difference in the levels of vanity and
materialism between the male and female students in Bacolod City and there is no
a whole, there is no relationship between vanity and self-discrepancy. On the other hand,
# 10. Lastly, for problem # 11, the relationship between vanity and materialism as a
However, limitations were encountered in the data gathering. This study excluded the
participants of other City due to the large population size and time constraints, and
Also, the study discussed if consumer vanity and materialism are related,
11
In addition, this study showed if students with high and low allowances have
equal levels of vanity and materialism. This study was conducted at the City of Bacolod
during the first semester of SY 2018-2019. One hundred fifty (150) students of Bacolod
City ages 15-20 years old were made as the subjects of the study. Using homogenous
purposive sampling, the samples were surveyed personally by the researchers. The scope
of the survey included the demographic questions, and three scales: Vanity Scale of
Netemeyer et al. (1995), Material Value Scale that was based on Richins and Dawson’s
(1992) both scales will utilize the 5-point Likert scale, and Modified Selves
Questionnaire of Higgins, Klein and Strauman (1985) and Higgins (1987). Significant
differences between variables will be tested using t-Test for Two Samples Assuming
two independent variables will be tested using Pearson’s r Correlation Coefficient (Horse,
2018). Apart from that, the study will include Mediation Test using Regression Analysis
as discussed by Baron and Kenny (1986), Judd and Kenny (1981) and James and Brett
self-discrepancy.
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The findings of this study may offer insights into the mind set of young Filipinos
Consumer Society. The results may serve as a guide for the consumers to
minimize their excessive shopping habits that has been classified as "abnormal consumer
behaviour". This will help the consumers especially the adolescents to be able to monitor,
Marketing Field. The end result of the study will help the institutions on
Commercial Companies. The outcome of the study will serve as a reference for
the improvement of advertising messages that appeal to physical beauty and achievement
status.
Cosmetic Companies. The cosmetic companies can use the result of this study to
improve their ideas and make their products more suitable for consumers.
Clothing Companies. This study will help the clothing industry to formulate
strategies to further develop their products to have a unique clothing style that meet the
preferences of consumers.
marketing strategies to better connect with target customers and to stay relevant in the
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customer’s perspective. In the process, businesses leverage the technology-enabled tools
such as emails, blogs and social media to expand the reach of their offerings.
Marketers. The results will help on their Product positioning process, for them to
know the best way to tell their products' attributes to their target customers based on
Commercial agents. The aftermath of the study will nourish the productivity of
the agents to reach and connect with their target market effectively.
Guardians. Assistance for the Guardians who may wish to intervene and usher
conducting new researches or in testing the validity of other related findings. This study
will also serve as their cross-reference that will give them a background or an overview
of the consumer behavior among adolescents in Bacolod City especially about vanity,
DEFINITION OF TERMS
the attributes that yourself or another person believes you actually possess and is
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operationally defined as the attributes of the subjects of the study that they believe they
possess.
considerable changes in hormone levels and physical appearances. This are ages around
12 to 20 years old (Armstrong, 2008). Operationally, this term is defined as the target
population or the independent variable of the study which is mostly young students that
meets the demographic criteria set by the researchers such as age, sex, allowances and the
type of school.
specified purpose (Burns and Harrison, 2015). It is operationally defined as one of the
of individuals in deciding if, what, when, how and from whom to buy a particular product
that purchases as certain product for his or her own personal benefit rather than for
manufacturing or resale and operationally defined as the main characteristic of the subject
being studied.
ideal and actual own self states which indicates the nonexistence of positive end result
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that is related to the sad and depressed state connected emotions specifically
and Brklačić (2015) as the negative value, trait or behavior which in return corresponds
to greed, shallowness and lack of spiritual values. Operationally defined as one of the
wanted to measure its relationship with vanity alone, self-discrepancy alone and both
second variable that, in turn, affects a third variable (Baron and Kenny, 1986) and is
person’s view about his own or a significant other’s such as his family’s view about the
wholly through payment of fees (Koizer, Nikolai and Waldow, 2017). Operationally, this
the study.
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Self-Discrepancy. Conceptually defined by Bak in year 2014, as the extent of
as one of the dependent variable in the study that the researchers hypothesized as the
concern with physical appearance and achievement together with an overblown self-view
relationship with materialism alone, self-discrepancy alone and both materialism and
self-discrepancy.
Kotler and Keller (2011) state that consumer buying behavior is the study of the ways of
buying and disposing of goods, services, ideas or experiences by the individual, groups
and organizations in order to satisfy their needs and wants. It was also defined by
Solomon (2015) as the study of the processes involved when these young people
experiences to satisfy needs and desires. Clearly, both of these definitions emphasize the
process this consumer segment undertakes in their quest to satisfy their needs. In
addition, the model tells that more affluent people of the society would rather underspend
than overspend on conspicuous items since they would rather "fit in" than "stand out". On
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the other hand, not affluent people tend to purchase products having the only purpose to
show off which eventually leads to satisfaction and happiness. This can be connected to
materialism. Since the consumer behavior is too broad. Among other models, we chose
Where man conforms to norms of its larger culture and to more specific standards of
subcultures and face-to-face groups in which humans operate. In essence, this implies
that human behaviour and needs are moulded by present group memberships. Through
this model, researchers generated an idea to use vanity in the study. Vanity is a human
quality that is swayed by social pressure (Netemeyer et al, 1995). The model tells that
more affluent people of the society would rather underspend than overspend on
conspicuous items since they would rather "fit in" than "stand out". On the other hand,
people who aspire to be in social class tend to purchase products just to show off which
could lead them to materialism and it affects the domain of themselves which is ought
self and ideal self. In addition, Materialism is a belief wherein happiness is gained
through material satisfaction (Mady et al., 2011). This theory was used because it shows
how consumers are affected of social pressure, satisfaction and happiness whenever they
purchased a product. Because of that, it affects their ought self and ideal self which
postulates in self discrepancy theory. Thus, this theory will somehow aid the researchers
Based on the vanity study conducted by Durvasula and Lyonski (2008), concern
for both physical appearance and professional achievement are higher in eastern cultures
as compared to western cultures. Both males and females are highly concerned about
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physical appearance and professional achievements. Another study in 1999 by Watson,
Rayner, Lyonski and Durvasula, states that high level vanity respondents evaluated
achievement appeals more favorably than low level vanity respondents. This is indirectly
parallel to the studies conducted by Mitra and Ray (2014) and Clark and Goldsmith
(2012) which observes that the level of materialistic value was significantly greater
among the consumers with high level perception of advertising appeals than that of the
however materialists experience stronger feelings of anxiety, guilt, and other negative
emotions after weeks of purchase than those of low in materialism. One potential
explanation for this finding has to do with the centrality of consumption in materialists'
higher expectations for what a new possession will accomplish in their lives. With higher
expectations, the chances for disappointment increase, and indeed disappointment was
greater among those high in materialism (Richins, McKeage & Najjar 1992). This is
media than those with low levels (Sun & Guo 2014).
The following schematic diagram depicts the relationship of two (2) consumer
behaviour affecting the buying behavior of the adolescents namely vanity and
materialism as well as their relationship with self-discrepancy. It also depicts that self-
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discrepancy will be utilized as an explanation between the relationship of vanity and
materialism through the mediation model. The illustrated broken lines represent the paths
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Chapter 2
Consumerism
For the past 40 years, consumerism became one of the wide spread interesting
topics that has encouraged various researchers to conduct further investigations and
which directly affects a customer-focused company’s production and selling of goods and
services. Consumers, the end users of the products have the ability to exert pressure to
companies through the rise of demand particularly when it comes to goods that suit their
preferences. It also involves on how establishments enhance their relationship with the
customers as well as the analysis on how to influence the consumer behavior of their
– culture, sub culture and social class; social factors – reference groups, family, role and
status; personal factors – age, occupation, economic status, life styles, self-concept and
(Shethna,2016). In addition, Hordos (2018) states that consumers are also affected by
virtually captures their eyes resulting to a sudden craving for the endorsed product.
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The Role of Advertising
various companies utilizes to make their target market be aware of the products and
services they offered and to generate response from them, and this helped in increasing
the culture of consumerism by the portrayal of material goods and physical attractiveness
as the gateway to success and happiness (Mogire and Oloko, 2014). Burnett, Moriarty
and Wells (2014) stressed that advertisements play an essential role in creating an image
of Pollay and Mittal (1993) and Wang, et al. (2009) states that it also rouses societal
activities, and affects even the way people of today lives and with the continuous growth
and development of digital technology, Purosothuman (2008) and Tai (2007) states that
younger generations are becoming more denuded to advertisements than those who were
that among all behavior influences coming from someone’s family and peers as well as
the mass media, it is mass media that has the greater influence. This theory of Bandura’s
is now used by advertisers together with vanity and materialism in creating false
consciousness and praising self-expression (Abela, 2006; Durvasula and Lyonski, 2008).
most vanity products such as hair coloring, facial soap, fashion apparel, perfume and
cosmetics, gained high involvement with advertisements that deals with emotions.
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Veblenian Social-Psychological Model
consumption. This was founded by Thorstein Veblen, an orthodox economist and a social
thinker. This model believes that man is said to be a “social animal” in a sense that they
behave according to the socially acceptable convention of its culture, distinct standards of
subcultures and face to face groups in which they operate. This suggest that consumer
behavior and needs are influenced by current group memberships. Veblen hypothesized
that a large part of the economic consumption is affected and driven by the desire to
that emulative factors shape people’s conspicuous purchasing response of products such
According to this model, there are several factors that affect the behavior and
these are culture, subculture, social classes, reference groups and groups of belonging.
Culture is one of the most long lasting influences on consumer behavior and this is
assimilated by traditions, customs and values. It loses its homogeneity when the number
of people increases thus developing subcultures. Reference groups are social entities in
which a particular person does not belongs to but it identifies the similarities in terms of
aspirations and of social behavior. Belonging groups are also social entities however
these are entities that an individual belongs to for example are the family, friends,
neighbors, co-workers, etc. These are affected largely by occupation, residence, age, etc.
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Vanity
Durvasula et. al. (2001) states that the social pressure or the peer pressure causes
the human characteristics to change. It is the way of achieving the goals for the benefit of
yourself and the obsession for physical look. It includes the Physical Vanity and
Physical Vanity
Physical Vanity makes an individual sustain and create himself through aesthetic
products like clothes and cosmetics. It has positive effects in your health like doing
exercises and be in healthier activities. However, there were also a negative effects like
eating disorder due to the full time dieting program and involvement in plastic surgery
(Solomon 1985, 1982). In addition, physical vanity is linked positively with how
consumers purchase products, like how they buy products for good physical look for the
Achievement Vanity
related to achievement vanity because they tend to put emphasis on how these products
can elevate individual charm and status in the society. According to multiple studies,
being affected by physical charm may be a consumer behavior that is positive (Schouten,
1991; Bloch and Richins, 1992; Hirschman, 1990). In addition, in the study of Netemeyer
et al. in year 1995, he added that being concerned with achievement signifies that “one
has made a successful achievement”, while a view for achievement signifies that “other
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Luz Barra, a commercial director of consumer knowledge and insights firm of
Kantar Worldpanel stressed that there are key trends that explains the Filipino’s
consuming behavior, one of these is beauty. Filipino women care about their looks. 72%
of them specifically like to improve their hair and change their complexion. This is
supported by the purchase growth of 12.6% in hair conditioners and 6.3% in hand and
body lotion from June 2009 to June 2013. The purchase of whitening body lotion grew
Visayas and Mindanao across socio-economic classes C and E. The beauty trend is also
being driven by young shouseholds (those with children 12 years old and below) and
adult homes (those whose members are 19 and up). This trend gives way to consumer
vanity – an underlying consumer value orientation that is manifested by the fixation with
Consumer Vanity
Wang and Waller (2006) elucidate consumer vanity as the one who influences the
consumer behavior is the fixation with the corporal look and success in and making the
buyers or customer to by product base on aesthetic than its function. The unmistakable
trend toward a more integrated global economy and the tremendous impact of consumer
vanity on demand for countless goods and services, there exists a need for more cross‐
Lichtenstein, 1995).
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Materialism
A lot of study from a past years, the different definition of materialism. Belk
(1985) is the first person who initiate the construct empirically as a personal trait with the
aspect possessiveness, non-generosity and envy. In addition, Forman (1987) and Tang
(1992) assert that materialism constructed by the different class of attitude about money
and wealth. Most of the people’s desire is to have more money and high ranking in the
society in order for them to matchup. Wealth is the key to avail power and then power
Self-Discrepancy
E. Tory Higgins (1987) a psychologist and the one who introduced Self
discrepancy theory with the purpose of explaining the relationship between aspects of the
self and affect. In this theory, He postulates that the self takes two standpoints: “personal
viewpoint of yourself and the viewpoint of some significant other” such as a close
relative or friends, and/or a romantic interest (Higgins, 1989, p.321). Various forms self-
discrepancies take cause different emotional/motivational states, which fall under the
method clinical treatment is created for depression and anxiety, named self-system
This new therapy has been propose to help some patients more than does standard drug
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treatment or cognitive-behavioral therapy. Furthermore, self-discrepancy theory can be
In this discrepancy, the outlook of an individual towards their actual aspects does
not match the ideal aspects they hope to establish. Higgins (1987) argues that an
and therefore the discrepancy between these self-guides is characterized by the dejection-
with people believing that their personal wishes have been unfulfilled. These emotions
have been defined as being associated with the individuals' point of view and a
discrepancy from his or her hope, desire, or ideals.The motivational nature of this also
suggests that because of the unfulfilled desires it could be associated with frustration.
Blameworthiness, feeling no interest in things, and not feeling effective, these emotions
was also associated with this discrepancy. In addition, this discrepancy is also associated
This discrepancy exists when a person's own viewpoint doesn't match what they
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Also, agitation-related emotions and results in the presence of negative outcomes are
feeling threatened, because these emotions occur when danger or harm is anticipated.
Analyses of such emotions have described them as being associated with the perception
motivational nature suggests that one might experience feelings of resentment. The
feeling of resentment arises from the anticipated pain to be inflicted by others. A person
might also experience anxiety because of getting negative responses from other people.
uniquely associated with this discrepancy (Strauman & Higgins, 1987). According to
emotions, he found that individuals with larger discrepancies from their ideal selves are
reporting symptoms of depression, while individuals with larger discrepancies from their
ought selves are reporting symptoms of anxiety. These comparisons yield information
that individuals are either near their self-guides or are distant from them.
Chang (1999) reveals that physical appearance and materialism are positively related and
seeking after brand name products, customized products and expecting acclaim all reveal
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that consumers utilize possession as a way to assess their success. If this additionally
applies to Filipinos, it recommends that the individuals who give high significance to
materialism.
Self-Discrepancy as a Mediator
When people failed in achieving their goals that they believe an important other
has for them, individual often experiencing shame (Piers and Singer, 1971).Individuals
are mainly influenced by the environment and socio-economic condition (Mason, 1981)
Placing high importance in one’s looks and showing off success by materialistic
possessions can cause internal anxiety due to trends constantly changing which, in order
to not fall behind, will continuously be pursued (Yang, 2001). According to social
learning theory, those who care about how others view their physical appearance will
spend time on it but, if they lack the money to purchase the products, it will consequently
lead to money anxiety (Netemeyer et al., 1995; Chang et. al, 2011).
Based on Tompkins (1984) and Devine, Monteith, Zuwerink, and Elliot (1991)
directed affect. Strauman and Higgins (1987) also concluded that, if individuals who had
no descripancies, had high ideal and low ought self or high ought and low ideal
discrepancy are strong enough, then activating those discrepancies can cause negative
affect and "chronic and momentary" influences that affect an individual's emotional state.
29
individuals to certain emotional disorders such as depression or social anxiety can
increase by self-discrepancies.
It is said that the fear of negative evaluations from others is likely to lead to
greater level of compulsive buying behavior (Roberts et al., 2014). According to the 2015
study of Pozzatti regarding the domains of self-discrepancy, this implies that the domain
of self-discrepancy such as ideal, actual and ought to self can lead a person to believe that
if his/her expectation wouldn't match to others, it will cause negative evaluations that will
material goods to symbolize the aspects that we lack. Compulsive buyers have
above and the study conducted by Japson et al. (2017), in which they were able to
establish the relationship between vanity and materialism with the Filipino consumers as
their subjects, lead the researchers to hypothesized that self-discrepancy can be a possible
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Adolescents
importance. In this generation both genders tend to spend their time concerning how they
look on the outside or their physical appearance, particularly to "fit in" with other people
in the society or group of people to show others who they should be. At the same time,
by social pressure which they force themselves to purchase that item or product just to fit
in themselves to the society and not to be left out and judge by others. Adolescence is an
important factor in adolescent where they figure out their identities, skills in making
decision, and in developing themselves to other people and in the world in realistic
assessments (Ponton, 1997). Behavior describe as being form and controlled either by
believe affects how an individual behave (Bandura, 1986; Bower, 1975; Neisser, 1976).
Synthesis
Consumerism for the past 4 decades, according to Tewari (2016), has been one of
the leading research topic in the business industry and Hordos (2018) has reported that
behaviour, mass media is the most effective one. According to Abela (2006) and
31
Durvasula and Lyonski (2008), this paved way to advertisements that utilizes vanity and
al. in 2011 as a characteristic driven by social pressure and is divided in two (2)
Wang and Waller in 2006, is one of the factors that influences consumer behavior, this
makes the consumer purchase products based on aesthetic value more than its function.
Materialism on the other hand, is asserted by Forman (1987) and Tang (1992) as a
behaviour that is built by an individual’s attitude regarding money and wealth. In 1987,
Higgins introduced the theory of self-discrepancy. This theory was made in a purpose to
explain the relationship of various aspects of self and affect. In this study, the researchers
focused on the two discrepancies, namely actual/own vs. ideal/own and actual/own vs.
aspects an individual really wants to possess and his or her own outlook to his actual
aspects (Higgins, 1987). According to Strauaman and Higgins (1987), this type of
discrepancy is a discrepancy between an individual outlook of his actual aspects and his
the individual should possess. This type of discrepancy is being associated with social
anxiety (Strauman & Higgins, 1987). Adolescents in then defined in 2002 of the
vanity and materialism established by the study of Japson et al. in 2017, and the possible
32
studies of Piers and Singer (1971), Yang (2011), Netemeyer et al. (1995), Chang et al.
(2011), Roberts et al. (2014), Pozzatti (2015) and Dittmar (2005) have lead the researcher
materialism.
Based on the literature reviewed, it is safe to postulate that there is still a scarcity
of studies that have explored the relationship of vanity and materialism as consumer
especially among adolescents. Hence the reason for conducting this study.
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Chapter 3
METHODOLOGY
that articulates a correlational research approach, the research question, data gathering
procedures, data analysis as issues associated with participant confidentiality. The chapter
internal and external validity and data analysis techniques. The chapter also addresses
Research Design
City in terms of Vanity, Materialism and Self-Discrepancy. The study used a quantitative
type of research since researchers tested hypotheses, made predictions, generalized the
finding within a population and because it was conducted with a large population size. In
and interpret an object statistically with numerical data (Jyvaskylan 2010). Specifically,
(2009) correlational research examines the degree of relationship that exist between two
or more variables. Also, correlational research is looking for variables that seem to
interact with each other, so that when you can see one changing, you have an idea of how
34
the other will change. This often entails the researcher using variables that they cannot
One of the ways of gathering data in this design is by using surveys and
questionnaires. Since the specific objectives of study aims to determine the nature of
The population in the study are the adolescents in Bacolod City. Using Heuristics
method in determining the sample size (Lunenburg and Irby, 2008), a sample of 150
adolescents ages 15-20 years old who are currently studying in Bacolod City will be
made as respondents of the study. The respondents were currently enrolled in either
private or public school, who, also receives or has a weekly allowance. Homogenous
Purposive Sampling with rigid inclusion criteria will be utilized in the study. It is a non-
probability sampling technique that aims to achieve samples that have similar
characteristics (Saunders, Lewis and Thornhill, 2012). This sampling technique will be
used in the study because it focuses on a particular group in which all the sample
members were adolescents in Bacolod City. The researchers will choose the respondents
who can correspond to the objectives of the study. The respondents will be coming from
Grade 9 to Grade 12 for High School students and 1st year to 2nd year for College
students. A list of all the school and university in Bacolod City will be created and the
35
researchers will randomly select the school where they will conduct their study. The
researchers will go to the chosen schools and universities; however the survey will be
conducted outside the school premises. The respondent will answer the survey after
agreeing to the consent form given by the researchers, a short thank you message will be
showed at the end of the survey upon completion. There is no particular number of
respondents in each school, students who were able to fill up the consent forms will be
Research Instrument
used as the primary data gathering tool. The survey questionnaire was entitled as
“Purchasing Behavior of Adolescents in Bacolod City”, masking the true nature of the
research study. The beginning part of the questionnaire was composed of a small message
coming from the researchers that indicates the confidentiality of all the data to be
It was divided into three (3) parts. First, is the demographic profile of the
respondents, second, is for their purchase preferences and the third, is about consumer
behavior. The first part of the questionnaire is composed of the demographic profile of
the respondents such as their name, age, sex/gender, and school. The second part which is
the purchase preferences includes their purpose of buying, bases of purchase decisions,
purchasing frequency, financial capacity, product selection and product evaluation. The
last part is comprised of vanity scale, material value scale and modified selves-
questionnaire.
36
The scale of vanity traits was based on the vanity scale of Netemeyer et al.
well as their view on achievement. The scale consisted of four distinct yet related
concepts of vanity: 5 items regarding physical-concern (i.e.: the way I look is extremely
important to me), 4 regarding physical-view (i.e.: my looks are very appealing to others),
The measurement for the level of materialism was based on Richins and
Dawson’s (1992) Material Value Scale (MVS), a 5-point Likert scale consisting of 15
questions about acquisition centrality (i.e.: I like to own things that impress people),
acquisition as the pursuit of happiness (i.e.: I’d be happier if I could afford to buy more
things), and possession-defined success (i.e.: some of the most important achievements in
life include acquiring material possessions). The measurement with regards to Self-
discrepancy was based on the Selves Questionnaire developed by Higgins, Klein, and
Strauman (1985) and Higgins (1987), However, modifications were made by the
describe the attributes they believe they ideally and ought to possess and are also asked to
rate each attribute on a percentage basis. After which fifteen (15) 5-point Likert scale
questions follow. There are Self-guide attributes listed and it consists of 78 trait
adjectives (e.g., adventurous, ambitious, angry, reserved) these were based in previous
37
studies of self-concept (Tangney et al., 1998) however the respondents were permitted to
write down other attributes that were not included in the list.
In the study, the tool to be used in the study was subjected to the content and
construct validity. Validity simply refers to the ability of a device to measure what it
intends to measure. It is a relative term most credibly assigned by the independent user. It
(Swanson, 2014. During the process of validation, the researchers validated the study
through the experts who have taken Masters' degree, in the case of the researchers, the
tool of the study was validated by 2 senior high school teachers of NOHS and a guidance
counselor in Carlos Hilado Memorial State College who were proven to have taken
Master’s degree. The suggestions and comments made by the experts were used to
enhance the tool validity. Moreover, in conducting the survey the researchers will be
physically present to answer the clarifications and questions raised by the participants of
the study. The articulation of the tool that will be used are based on the attribute variables
and are aligned from the literature review making it highly appropriate to the target
population.
The stability and internal consistency of the instrument were determined through
the use of Cronbach's Alpha, results of such treatment reassured the reliability of the tool.
Swanson (2014) defines reliability of data as the consistency or the ability to provide
precision of a research instrument. The three scales were tested separately due to their
38
difference in nature. The test was done through the utilization of the Microsoft Excel
2013 Tool Pack and with 0.05 level of significance. Vanity Scale obtained a result of
0.76, while Material Value Scale and Modified Selves Questionnaire obtained a result of
0.81 and 0.83, respectively. These results indicates that the tool has a good inter-item
reliability.
Data gathering in this study started with the determination of the possible
participants to be included in the study. The researchers made a rigid inclusion criteria
which contains the specific characteristics that a sample should possess. The respondents
included in the study must be a student currently studying in Bacolod City, ages 15 to 20
years old, studying in either a public or private school and is given a weekly allowance.
After the determination of the criteria needed, the researchers made a consent
form that were given to the respondents the day before the actual survey was conducted.
The consent form states that the conduct of the study is merely for educational purposes
and all answers written in the questionnaire will be treated with confidentiality.
The researchers listed down all the public and private secondary schools and
universities in Bacolod City. Then each researcher was tasked to go to specific schools to
look for respondents that will be subjected to the study’s research instrument. Students
available outside the school campus were approached and were asked regarding their age
39
and if they received or have weekly allowances. The survey was conducted outside of
inclusion criteria set by the researchers, then that student was given with a consent form
and was asked to be the participant of the study. The researcher and the possible
During the conduct of the survey, the researchers were with their respondents in
order to answer questions and inquiries made by the respondents. The survey was done
simultaneously in which researchers were at different schools in a given time. The survey
was conducted in a place near the school campus where it was comfortable for the
respondents to answer the questionnaire. After the respondents finished answering the
survey, the researcher gave a brief thank you message for the time and consent given by
the respondent. The survey was conducted from 8:00 AM to 10:30 AM every weekday in
demographic profile (age, sex, type of school and high or low allowance). High or low
allowance was determined based on what they have written in the questionnaire. Low
allowance students were those students who have an allowance of Php 300.00 and below,
while students with high allowance were those who have an allowance of Php 301.00 and
above. In the scales of vanity, materialism and self-discrepancy, the sum of each scale for
each individual was also determined and tabulated using Microsoft Excel. The tabulated
40
Data Analysis
Descriptive and inferential statistics were used to analyse the data tabulated by the
researchers. Descriptive statistics specifically the measure of distribution was used in the
study in order to give basic information about the variables in the dataset and to highlight
the potential relationships between variables. On the other hand, to determine the
the male and female students and those with high and low allowance, the data collected
was subjected to t-Test for Two Samples Assuming Unequal Variances. The researchers
will utilize t-Test for Two Samples Assuming Unequal Variances because the dependent
variables in the study were measured at a ratio level and there were more than thirty (30)
samples in the study. In computing for the values of t-Test, the researchers will utilize the
data analysis tool pack of Microsoft Excel 2007 wherein the calculated summation scores
for each respondent will be encoded under the different categories of the attribute
variables. The research study will utilize a two-tailed test having an alpha and
whole, the researchers used Pearson’s R Correlation Coefficient to measure how well the
sets of data are related based on the coefficient value and it will also be computed using
the Microsoft Excel Tool Pack of 2007. The researchers computed the coefficient value
for two-tailed test having a 0.05 significance level (Horse, 2018). The gathered data was
encoded and analysed through data analysis to get the correlation values.
41
In order to know if the relationship between vanity and materialism is mediated
by self-discrepancy, Mediation test through multiple regression analysis using SPSS was
conducted by the researchers. The four (4) steps in establishing mediation as discussed by
Baron and Kenny (1986), Judd and Kenny (1981) and James and Brett (1984) was
utilized in the study. However before the variables were tested, the variables were plotted
in the mediation model with all the paths drawn and labelled (see Figure 1).
The first step in testing mediation is to test if the causal variable or vanity (X) is
correlated with the outcome variable or materialism (Y). This established if there is an
effect that needs to be mediated (testing and establishing path c’). After which, the
researcher tested if vanity (X) is correlated with the mediator or self-discrepancy (M).
This step tested path a, and treated the mediator as if it is an outcome variable. The third
step showed if the mediator affects the outcome variable or materialism (testing and
establishing path b). In this test, materialism (Y) was used as the criterion variable and
both vanity (X) and self-discrepancy (M) was used as predictors in the regression
equation. The causal variable (vanity) was controlled in this step in order to establish the
effect of the mediator to the outcome. The last step in the mediation analysis was the
materialism (X-Y) relationship. In this test self-discrepancy (M) was be controlled and
path c’ should be zero. If path c’ will have a non-zero coefficient, then only partial
path a, and b, indirect effect was tested through bootstrapping or the bootstrap estimation
approach using SPSS as described by Bollen and Stine (1990) and Shrout and Bolger
(2002).
42
Chapter 4
This chapter presents the gathered data. Information from the respondents were
then clustered and categorized. The discussion was placed at the end of every presented
result with the interpretation from the related literature.
FINDINGS
Demographic Profile
Age Sex Type of Weekly
School Allowance
s
1 1 1 1 1 2 Femal Mal Privat Publi Hig Lo
5 6 7 8 9 0 e e e c h w
No. of
Respondent 2 1 3 3 1 1 83 67 78 72 99 51
s 4 7 5 8 8 8
Purpose of Buying
Necessit Peer Curren Advertisemen To feel Aestheti
y Pressur t t belongingnes c Value
e Trends s
Frequency 123 33 53 27 36 52
Using homogeneous purposive sampling, a sample of 150 respondents consisting
83 females and 67 male adolescents in Bacolod City aged 15-20 years old answered the
masked the true nature of the study. In sequence, 24, 17, 35 and 38 students were aged
15-18 and both 19 and 20 years old were consists of 18 participants. In addition, 78 from
the total participants came from private schools while 72 came from public and 99
43
The table above shows the answers of the respondents to the question about the
causes in acquiring a certain product. 123 is the frequency score recorded for necessity,
33 for peer pressure, 53 for current trends, 27 for advertisement, 36 for belongingness
and 52 for aesthetic value. Among the listed intentions why a person obtain a product,
necessity, current trends and aesthetics value are the things that prompts them the most.
In purpose of buying, necessity has the highest frequency why a person obtains a product.
It only shows that they gave more importance on the products that is necessary for
Purchase Decisions
Price Quality Appearanc Brand Current Peer’s
e Trends Suggestio
n
Frequency Score 97 127 59 63 29 35
The table above shows the answers of the respondents to the question about their
not. 97 is the totaled frequency score for price, 127 for quality, 59 for appearance, 63 for
brand, 29 for belongingness and 35 for peer’s suggestion. Among the purchase decisions,
quality, current trends and brand are the top 3 features that respondents assess before
buying. It only depicts that adolescents tend to look for the product’s quality first, before
purchasing.
44
Table 2.3.1. Purchasing frequency of the respondents for a month.
Purchasing Frequency
Once a Twice a Every Every Every Only
month month Week Weekday Weekend when
s s necessar
y
Frequency Score 29 38 18 2 18 71
The table above reveals the responses of the participant with regards to the
question about the estimated habitual patronization of a product in a month. The indicated
choices are once a month, twice a month, every week, every week, every weekdays,
every weekends and only when necessary. The total frequency score counted are 29, 38,
18, 2, 18 and 71 respectively. It is observed that most of the repondents purchase goods
only when necessary. Which means that most adolescents in Bacolod City would only
The table above reveals the responses of the participant with regards to the
question about the estimated number of products the repondents buy in a month. The
45
products per month. Which means that they belong in the moderate section, where they
do not buy a lot of products and they also do not buy a few products in a month.
The table above displays the accumulated answers of the respondents to the
Php400, 51 answered Php401 – Php500 and 28 answered others. Those respondents who
answered ‘others’, listed an amount that are higher than Php500. Participants who
answered Php100 – Php200 and Php201 – Php300 are categorized under the low
and others are categorized under high allowances. It is inferred that most of the
repondents belong under the high allowances group having a total number of 99 out of
150.
Approximate Percentage
5-10% 11- 21- 31- 41- 51- 61- 71-
No. of 20% 30% 40% 50% 60% 70% 80%
Respondent
s 23 32 27 26 24 7 7 4
46
The table above displays the accumulated answers of the respondents to the
question about approximate percentage from their weekly allowance that they allot in
spending in order to buy their needs and possibly their wants. A total number of 23
answered 31% - 40%, 24 answered 41% - 50%, 7 answered 51% - 60%, 7 also answered
61% - 70% and 4 answered 71% - 80%. It is observed that most of the repondents allot
Product Selection
Apparel Cosmetics Others
Frequency Score 93 42 49
The table above shows the answers of the respondents to the question about the
type of product that they usually buy. 93 is the frequency score recorded for apparel, 42
for cosmetics and 49 for others. All of the respondents who answered ‘others’ specifically
wrote school supplies. Among the listed product selections, apparel is the most frequent
Table 2.5.2. Reasons of the respondents in their choice for Table 2.5.1.
47
Frequency Score 83 102 22 20 6 5
The table above shows the answers of the respondents to the question about the
reasons behind their selection in Tanle 2.5.1. The choices are for self-satisfaction, daily
needs, hobby, peer influence, current trends and because of advertisements. The tallied
scores are 83, 102, 22, 20, 6 and 5 respectively. Among the listed causes, the
respondents’ top 3 reasons for their selection are because of daily needs, self-satisfaction
and it is their hobby. With daily needs at the top of the choices, this coincides with their
answer that they would only buy a certain product only when deemed to be necessary.
Table 2.6. Factors that the respondents consider when purchasing from highest to lowest.
Product Evaluation
Aesthetic Functionalit Brand Price Product
Value y Trends
Frequency Score 467 328 477 314 673
The table above reveals the responses of the participants with regards to their
ranking of aesthetic value, functionality, brand, price and product trends as a factor in
product evaluation having one as the greatest concern and 5 as the least. The accumulated
frequency score for aesthetic value is 467, 328 for functionality, 477 for brand, 314 for
price and 673 for product trends. Among the listed considerations, it is inferred that price
is greatly considered among the five having the product trends as the least. The overall
computed rankings are (1) price, (2)functionality, (3)aesthetic value, (4)brand and
(5)product trends.
48
Table 3.1. Mean Vanity, Materialism and Self Discrepancy Score of the respondent
according to sex.
Sex
Female Male
Vanit Materialis Self- Vanit Materialis Self-
y m discrepanc y m discrepanc
y y
Mean Score
48.01 48.39 46.65 44.85 46.82 44.57
The table presents the data gathered from the respondents based on their sex with
an overall number of 150 respondents. The female has a total of 83 respondents they hold
an average vanity score of 48.01, 48.39 for the average materialism score and 46.65
average SD score. On the other hand, male has a total number of 67 respondents that
carry an average vanity score of 44.85, 46.82 average materialism score and 44.57
average SD score. Among the two genders the female students is considered to be more
Previous findings showed that women are more bourgeois –to be unsympathetic
with oppressed peoples, to be more materialistic and snobbish, and to be more vain and
egotistical than man (Hatfield, E. and Sprecher, S. 1986). Also, women tend to care about
on how they look or on their physical appearance. It is important to them that they will
look good and be pleasant wherever they go, that's why women buy materials such as
cosmetics, clothing and accessories to enhance their look, not just the look but also to
49
Table 3.2. Mean Vanity, Materialism and Self Discrepancy Score of the respondent
according to Type of School.
The table shows the data gathered from the participants based on their type of
school. The total number of participants is 150, 78 of it came from public school and 72
came from private. In public school, there is an average vanity score of 47.5, average
materialism score of 48.26 and an average self-discrepancy (SD) score of 44.41. On the
other hand, private school students have an average vanity; materialism and SD score of
45.65, 47.07 and 44.35 respectively. Between the two types of school, public school
The results show that public school students were more influenced by their
fixation with physical appearance and success than private school. Thus, making the
consumers spend their money for aesthetic value than the product's function or use
(Wang and Waller, 2016). According to Chang et. al (2011) materialism is a belief
wherein happiness is gain through material satisfaction, they can gain happiness through
the addiction of obtaining objects intended for outward desires or frustrations because of
the need to maintain them. The gathered data is parallel to Veblenian socio-psychological
model of Kotler (1979) which tells that more affluent people of the society would rather
underspend than overspend on conspicuous items since they would rather "fit in" than
50
"stand out". It shows that students in public schools who want to stand out in the society
have a higher percentage of easily getting upset if they cannot get what they want.
Table 3.3. Mean Vanity, Materialism and Self Discrepancy Score of the respondent
according to Weekly Allowance.
The table shows the gathered data from the participants based on their allowances.
High allowance ranges from PHP 301.00 and above and low allowance ranges from PHP
300.00 and below. Out of 150 participants, 99 respondents with high allowance hold an
average vanity score of 46.04, 46.83 for the average materialism score and an average
self-discrepancy score of 45.0303. On the other hand, 51 participants with low allowance
hold an average vanity, materialism and self-discrepancy score of 47.67, 49.35 and
47.05882.
Between high and low allowances, adolescents who have low allowance have the
greater average vanity, materialism and self-discrepancy score. The findings can be
express who they are. The more they are less fortunate, the more they are material-
oriented. So, they accord more importance to possessions and money than those affluent
people. Also, the more susceptible teenagers are to peer influence, the more they compare
51
their possessions with those of their friends and the more materialistic they become
(Moschis et al, 2011). It is also noted that centrality group has more susceptible to
informational peer influence than to normative peer influence. This means, students in
this group tend to listen to peers or accept the information from peers. However, they
cannot yield to the needs of their friends such as buying the brand to be admired by the
group because of financial obstacles. This causes them to be upset when they cannot
Table 3.4. Mean Vanity, Materialism and Self Discrepancy Score of the respondent
according to age.
The table shows the data gathered from the students of Bacolod City, there are an
overall number of 150 respondents which was divided into different age groups. First, the
students from 15 years old has a total number of 24 respondents that have an average
vanity score of 45.33, 46.67 average materialism score and an average SD score of 45.58.
A total of number of 17 respondents aged 16 years old that have an average vanity score
of 47.12, 48.29 for average materialism score and an average score of 48.24 was
presented on the table. It also showed a total number of 35 respondents under the age of
17 that have a 46.14 average vanity score, 47.26 average materialism score and 45.37
52
average SD score, number of 38 respondents under 18 years old that have a 47.21
average vanity score, 48.42 average materialism score and an average SD score of 45.26,
total number of 18 respondents aged 19 years old that have 45.44 average vanity score,
45.39 average materialism score and 44.39 average SD score, and lastly a total number of
18 respondents under the age of 20 have an average vanity score of 48.56 , 50.06 for the
Among the students, those who belong on the age of 20 years old are considered
to be the most vain and materialistic. However, they had the lower average score of self-
discrepancy than 16 years old students who have the highest. As per statistics from
American Society of Plastic Surgeons in 2014, female consumers aged 20 years old
notable, male consumers are also concern about their physical appearance to attract
women. Irrespective of their culture and ethnicity, females across their age 20 years are
more conscious about body appearance and uniqueness. According to the survey of Chan,
K. (2008), 58% of respondents of this age agreed that they measure their success by the
things they own. It concludes that the adolescents below 20 years old have a high level of
materialism. Adolescents aged 16 years old are upset when they are dissatisfied with their
appearance. As the latest survey of Fallon, A. E., and Rozin, P. (1985), it shows that
every young adolescent are in diet because they think they are fat and unattractive.
53
Table 4.1. t-Test:Two-sample assuming unequal variances results for vanity between
male and female
Female Male
Mean 48.01204819 45.33333333
Variance 65.81692624 49.75757576
Observations 83 78
Hypothesized Mean Difference 0.95
Df 158
t Stat 1.445172997
P(T<=t) one-tail 0.075194858
t Critical one-tail 1.654554875
P(T<=t) two-tail 0.150389716
t Critical two-tail 1.975092073
To determine the significant difference in the level of vanity between male and
female students of Bacolod city, the researchers utilized the 2007 Microsoft tool pack and
the researchers got a result of 1.445172997 for the T stat and 1.975092073 for the t
critical. And because the t stat is less than the t critical, the null hypothesis was accepted
which indicates that there is no significant difference in the level of vanity between male
Female Male
Mean 48.38554217 47.32051282
Variance 59.77637379 49.38944389
Observations 83 78
Hypothesized Mean Difference 0.95
Df 159
t Stat 0.098877239
P(T<=t) one-tail 0.460680144
t Critical one-tail 1.654493503
P(T<=t) two-tail 0.921360288
t Critical two-tail 1.974996213
54
The gathered data were tabulated and analyzed using the 2007 Microsoft excel
tool pack. t-Test: Two-Sample Assuming Unequal Variances was used to determine if
there is a significant difference in the level of materialism between male and female
students of Bacolod City. The researchers got a result of 0.098877239 for the T-stat and
1.974996213 for the t critical. And because the t-stat is less than the t critical, the
researchers accepted the null hypothesis which indicates that there is no significant
difference in the level of materialism between male and female students of Bacolod City.
vanity and materialism between the male and female students in Bacolod City. Previous
studies have found that women were more prone to consumer vanity thus leading to them
preoccupation with physical appearance involves the use of clothes and cosmetics to
emphasize their physical attributes, which causes them to spend more money buying
expensive goods to demonstrate their status (Chui & Sidin 2011). While men may buy a
3-in-1-shower product, women, who pay more attention to physical appearance, may
prefer numerous products targeting specific areas (Chang et. al, 2011). However, the 21st
century saw the rise of metropolitan young males showing great interest in men’s fashion,
cosmetic products, and personal care due to changes in lifestyle, employment, feminism,
and gay movements (Lee, 2004). Choosing to showcase their identity, power, success,
and value by spending good money in their physical appearance, metrosexual men may
help in minimizing the gap between males and females in terms of materialism (Pan &
Jamnia, 2015). The Philippines has also seen an increase in metro sexuality. Synovate
Inc’s 2004 study found that 58% of Filipino men surveyed said that looking good was
55
“very important” to them whereas 48% felt that they were “sexually attractive”. Metro
sexuality, usually referring to urban males, have found its way to provinces such as Rizal
where fishermen admitted to wearing custom-made masks to protect their faces, When
asked for their reason, one answered “Para proteksyon sa mga lamok, init ng araw -pag
malakas ang hangin nangingitim agad kami. Para pogi pa rin.” (Bautista, 2013). With
vanity products being marketed to Filipinos by the use of emotional advertisements that
trigger the consumers’ need to increase their social value, and with the Philippines seeing
consumer vanity and materialism in males and females will not be significantly different,
diverging from the results of previous studies (Chang et al., 2011; Chui & Sidin, 2011;
Table 4.3. t-Test:Two-sample assuming unequal variances results for vanity between high
and low allowances.
The gathered data were tabulated and analysed using the 2007 Microsoft excel
tool pack. t-Test: Two-Sample Assuming Unequal Variances was used to determine if
there is a significant difference in the level of materialism between students with low and
56
high allowance in Bacolod City. The researchers got a result of -2.74882052 for the T-
stat and 1.983731003 for the t critical. And because the t-stat is greater than the t critical,
the researchers will reject the null hypothesis which indicates that there is a significant
difference in the level of materialism between students with high and low allowances.
On the other hand, to determine the significant difference between the level of
vanity and between students with high and low allowances. The researchers used again
the 2007 Microsoft tool pack and the researchers got a result of -1.957448755 for the T
stat and 1.98196749 for the t critical. And because the t stat is lesser than the t critical, the
researchers will accept the null hypothesis which indicates that there is no significant
difference in the level of vanity between students with high and low allowances in
Bacolod City.
materialism between students with high and low allowances. According to Chang et. al.
(2008), how physical appearance is viewed has a significant positive effect on all
dimensions of materialism, concerns about clothing, and use of cosmetics. And according
57
to the veblenian socio-psychological model of Kotler (1979), the model tells that more
affluent people of the society would rather underspend than overspend on conspicuous
items since they would rather "fit in" than "stand out". On the other hand, people who
aspire to be in a higher social class tend to purchase products just to show off which
could lead them to be materialistic individuals and it affects the domain of them which is
Column 1 Column 2
Vanity 1 0.653651916
Materialism 0.653651916 1
The correlation between vanity and materialism was computed using the
Microsoft Excel 2007 data analysis tool pack. The calculated correlation coefficient is
0.653651916 indicating a strong positive connection between the variables. This implies
that if one variable increases or decreases, the other one will also increase or decrease.
The research findings show a resemblance to the studies of Krantz, 1987; Netemeyer et
al., 1995; Chang et al., 1999; Japson, Te and Valecina 2017 and Chang et al., (2011)
which exhibits that there is a strong positive relationship between vanity and materialism.
Thus, individuals who give high significance to physical appearance would likewise
score high in materialism. This means that for the sake of social benefits, power, rise in
self-esteem level and to elevate one’s charm and status, an individual observes and
spends more time in purchasing goods and products high in aesthetic value.
58
Table 5.2. Pearson’s r results between vanity and self-discrepancy as a whole.
Column 1 Column 2
Vanity 1 0.233099535
Self-discrepancy 0.233099535 1
The table above displays the calculated correlation coefficient between vanity and
between the variables. The data analysis findings supports the study of Yang (2001)
which states that people who give more importance on looks and shows off success by
acquiring things can cause internal anxiety in order to fit in. This conveys that individuals
nurtures and set the standards to one-self. These factors makes them opt to place high
importance in looks and showing off success by materialistic possessions in order to meet
Column 1 Column 2
Materialism 1 0.267400644
Self-discrepancy 0.267400644 1
Using the Microsoft Excel 2007 for computing the correlation between
shows a similarity to the studies of Park & John, (2010); Roberts et al., (2014) and
Dittmar, (2005) which presents that there is a positive relationship between materialism
and self-discrepancy. This indicates that if an individual couldn't match other people’s
59
The tables above show the relationship between vanity and materialism, vanity
and materialism, Pearson's R was used in the study. The research finding shows a
resemblance to the studies of Krantz, 1987; Netemeyer et al., 1995; Chang et al., 1999
and Japson, Te and Valecina 2017 which exhibits that there is a strong positive
relationship between vanity and materialism. Thus, individuals who give high
significance to physical appearance would likewise score high in materialism. This means
that for the sake of social benefits, power, raise in self-esteem and to elevate one’s charm
and status, an individual observes and spends more time in purchasing goods and
The study of Yang (2001) states that people who give more importance on looks
and showing off success by acquiring things can cause internal anxiety in order to fit in.
This conveys that individuals are primarily influenced by the environment and socio-
economic condition which nurtures and set the standards to oneself. These factors makes
them opt to place high importance in looks and showing off success by materialistic
possessions in order to meet the self-made criteria. Therefore, this study shows that there
materialism and self-discrepancy, Pearson's r was used in the study. The research finding
shows a similarity to the studies of Park & John, 2010; Roberts et al., 2014 and Dittmar,
2005 which presents that there is a positive relationship between materialism and self-
discrepancy. This indicates that if a person's expectation wouldn't match to others, it will
cause disappointment and will result to materialistic consumption. This means that the
60
greater the upset cause by the disappointments the person tends to purchase more things
to reach that expectations and will lead that person to become materialistic.
Self-discrepancy
Path a Path b
Vanity Materialism
Path c (Path c’)
p-value= .000
(p-value= .000)
Figure 2: Results for the Mediation Test presented using the mediation model.
Regression analysis of Hayes, A. (2018) in IBM SPSS was used to investigate the
hypothesis that the self-discrepancy mediates the effect of vanity on materialism. The
between vanity (X) and materialism (Y) (p value =.000<.05). Path a (X→M) shows that
the vanity (X) was significant predictor of self-discrepancy (M) (p-value = .006 < .05).
Path b (M → Y) shows that the mediator (M) affects the outcome variable or materialism
61
(Y) and it is the significant predictor of materialism (p-value = .045<.05). Based on the
result of the multiple regression, path c' (X→Y) p value is equal to zero which indicates
Using previous findings as a basis, the researchers hypothesized that vanity and
materialism as a whole would have a significant relationship. The results were consistent
with the related literature and showed that there is a strong connection between physical
The study of Chang (1999) reveals that physical appearance and materialism are
positively related and seeking after brand name products, customized products and
expecting acclaim all reveal that consumers utilize possession as a way to assess their
success. The study of Japson et al. (2007), their results indicated a significant relationship
on path c (X → Y), showing a significant direct effect between consumer vanity (X) and
materialism (Y) (p-value = .0027 < .05) which showed that Filipinos gave high
whole were reliable with the related literature and presents that the fear of negative
evaluations from others is likely to lead to greater level of compulsive buying behavior
(Roberts et al., 2014). According to the 2015 study of Pozzatti regarding the domains of
self-discrepancy, this implies that the domain of self-discrepancy such as ideal, actual and
ought to self can lead a person to believe that if his/her expectation wouldn't match to
others, it will cause negative evaluations that will result to materialist consumptions.
that results in an urge to compensate acquiring material goods to symbolize the aspects
62
that we lack. Compulsive buyers have chronically high self-discrepancies (Dittmar,
2005). The significant relationship between self-discrepancy and vanity indicate that
when people failed in achieving their goals they believe that an important other has for
them, individual often experiencing shame (Piers and Singer, 1971). Placing high
importance in one’s looks and showing off success by materialistic possessions can cause
internal anxiety due to trends constantly changing which, in order to not fall behind, will
continuously be pursued (Yang, 2001). According to social learning theory, those who
care about how others view their physical appearance will spend time on it but, if they
lack the money to purchase the products, it will consequently lead to money anxiety
(Netemeyer et al., 1995; Chang et. al, 2011). Also the previous findings hypothesized by
the researchers that self-discrepancy would mediate the relationship between vanity and
materialism as a whole were not consistent with related literature because it shows that
the study of Japson et. al (2007) fails to mediate anxiety to vanity and materialism,
specifically by showing that anxiety has no relation with vanity. Same with the Cheng et
al. (2011) study, which they used fashion anxiety as the mediator and fails to mediate the
63
Chapter 5
The summary, conclusions and recommendations of the study are found in this
chapter. The significant points and findings of the study were presented in the summary
of the study, the conclusions made from the findings of the study were stated in the
second part of this section. Recommendations were presented in the last part of this
chapter.
Summary of Findings
1. Respondents of the study were all adolescents from Bacolod City, majority of
4. Quality is the top influencing factor that plays in the purchasing decision of the
adolescents.
5. Most students buy products only when it is necessary for them to do so.
purchasing products.
64
10. Their main reason for purchasing a product is because it is a daily need.
11. One of the major factors that affect in the buying decision of the respondents is
12. Female respondents have a higher mean level of vanity, materialism and self-
discrepancy.
13. In terms of type of school, the Respondents coming from the public school
14. Students with low allowances were the ones that obtained a higher mean level
15. Students aged 20 years old obtained the highest mean level of vanity and
materialism, while students aged 16 years old obtained the highest result for
16. There is no significant difference in the levels of both vanity and materialism
19. There is a weak positive correlation for the relationship of both vanity and
materialism to self-discrepancy.
20. The relationship between vanity and materialism is fully mediated by self-
discrepancy.
65
Conclusions
After the thorough data gathering and analysis of findings, it can be concluded
that there is no significant difference in the levels of both vanity and materialism as a
whole between male and female. The essence of metro-sexuality was used in the study,
concluding that the reason behind the insignificance was because males of today’s
generation have developed their value for physical appearance. There is a significant
difference in the level of materialism between high and low allowance. However, there is
no significant difference when it comes to the level of vanity. Strong positive significant
relationship was established between vanity and materialism. On the other hand, weak
positive significant relationship was established for the relationship of both vanity and
established in the study. Indicating that self-discrepancy can be used as an explanation for
66
Recommendations
For business owners, decision making is the course of action that is chosen by the
goals. And launching new products is one of the risky parts in a business that needs the
right course of action. These results may guide the owners in making the right decision to
create the products that will catch the attention and to satisfy the basic necessities of the
consumers.
For the marketers, the outcome of the study can be applied to the marketer's
marketers for their promotion to position the product in the mind of the consumer
according to his product's attributes or to change the perception the consumer currently
holds of either the attributes of the product category or of a specific brand. Important to
note is that perceptions that consumers hold of attributes often differ from the intended
For the consumers, the data in study shows a probable explanation behind one's
purchasing behavior especially for adolescents’ ages 15 - 20 years old. The results will
serve as a guide to the consumers to minimize their compulsive buying that has been
classified as "abnormal consumer behavior". The researchers recommend that they should
67
For the future researchers, it can serve as basis of their studies and it can also help
them to use it as their model in conducting their research which is in line with this study.
In addition, future researchers can investigate and categorize the results and the
implications of articles in each topic, as well as the theories that have been used or
applied in the study. To make also further research about consumer behavior and to come
68
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76
APPENDICES
A. Consent Form
INFORMED CONSENT
PRINCIPAL INVESTIGATORS
Renabelle C. Caga
Andrea Zena D. Gallego
Richard H. Capanas Jr.
May Joy S. Felisario
Kaye D. Fernandez
Rhein Rose A. Garcia
Jorgette Marie D. Guancia
Ginre Marie E. Iballa
Aliana Beth Montaño
Francince A. Padilla
Negros Occidental Highschool
Bacolod City
09293335236
alyxzandriatorres@gmail.com
PURPOSE OF STUDY
You are being asked to take part in a research study. Before you decide to participate in
this study, it is important that you understand why the research is being done and what it
will involve. Please read the following information carefully. Please ask the researcher if
there is anything that is not clear or if you need more information.
The purpose of this study is to better understand the reason behind the purchasing
behavior of adolescents within the locality of Bacolod.
STUDY PROCEDURES
The procedures of this study is first, we will ask you for your permission if you want to
participate in our study specifically answering the survey questionnaires by giving you
this consent form. Next, if you agree with the terms and conditions, we will proceed with
the survey proper. Answering of the survey form will take approximately 10 – 15
minutes. Picture taking are going to be used during the answering process.
BENEFITS
77
There will be no direct benefit to you or your participation in this study. However, we
hope that the information obtained from this study may yield to new information and
ideas that can be used in a more advanced study that can eventually benefit you in some
ways.
CONFIDENTIALITY
Your responses to this survey will be anonymous, or for the purposes of this research
study, your answers will be anonymous. Every effort will be made by the researcher to
preserve your confidentiality including the following:
Assigning code names / numbers for participants that will be used on all research
notes and documents
Keeping the survey questionnaires or any other identifying participant
information in a locked file cabinet in the personal possession of the researcher.
Participant data will be kept confidential except in cases where the researcher is legally
obliged to report specific incidents. These incidents include, but may not be limited to,
incidents of abuse and suicide risk.
CONTACT INFORMATION
If you have questions anytime about this study, or you experience adverse effects as the
result of participating in this study, you may contact the researcher whose contact
information is provided on the first page.
VOLUNTARY PARTICIPATION
78
INFORMED CONSENT
This is an informed consent form for participants who are students from either public or
private schools and universities in Bacolod City ages 15-10 years old and are given or receives
weekly allowances.
1. I have read and understood the information about the project, as provided in the
Information Sheet dated ________________.
2. I have been given the opportunity to ask questions about the project and my
participation.
3. I voluntarily agree to participate in the project.
4. I understand I can withdraw at any time without giving reasons and that I will not be
penalised for withdrawing nor will I be questioned on why I have withdrawn.
5. The procedures regarding confidentiality have been clearly explained (e.g. use of
names, pseudonyms, anonymisation of data, etc.) to me.
6. If applicable, separate terms of consent for interviews, audio, video or other forms
of data collection have been explained and provided to me.
7. The use of the data in research, publications, sharing and archiving has been
explained to me.
8. I understand that other researchers will have access to this data only if they agree to
preserve the confidentiality of the data and if they agree to the terms I have specified
in this form.
9. Select only one of the following:
I would like my name used and understand what I have said or written as part of this
study will be used in reports, publications and other research outputs so that
anything I have contributed to this project can be recognised.
10. I, along with the Researcher, agree to sign and date this informed consent form.
Participant:
Researcher:
79
B. Survey Questionnaire
Dear Respondent,
Thank you for consenting to participate in this research endeavour. Rest assured that all of the
information you will provide will be handled with utmost confidentiality and your identity will be kept
anonymous. This survey form is composed of three parts: the respondents’ profile and the questions
on the purchase references and the questions and table regarding consumer behavior. Please follow the
instructions carefully.
The Researchers
2. PURCHASE DECISIONS
2.1 Where do you base your purchase decision?
[ ] Price [ ] Brand
[ ] Quality [ ] Current Trends
[ ] Appearance [ ] Peer's Suggestion
3. PURCHASING FREQUENCY
3.1. In a month, how often do you buy products?
[ ] Once a month [ ] Every weekend
[ ] Twice a month [ ] Only when necessary (e.g. school
[ ] Every week projects/output
[ ] Every weekdays
3.2. How many products do you often buy in a month?
80
[ ] 0-1 [ ] 2-5 [ ]
6 up
4. FINANCIAL CAPACITY
4.1. How much is your estimated allowance in a week?
[ ] Php 100.00 – 200.00 [ ] Php 301.00 – 400.00
[ ] Php 201.00 – 300.00 [ ] Php 401.00 – 500.00
[ ] others: (please specify) _____________________
4.2 Approximately what percentage of your allowance is intended for purchasing a
product?
[ ] 5% - 10% [ ] 41% -50%
[ ] 11% - 20% [ ] 51% -60%
[ ] 21% - 30% [ ] 61% -70%
[ ] 31% - 40% [ ] 71% -80%
5. PRODUCT SELECTION
5.1. What kind of things you usually buy?
[ ] apparel [ ] others: please specify
___________________________________
[ ] cosmetics
5.2. What is/are the reasons of your choice in question no. 5.1?
[ ] I desire/want to have the product for [ ] I was influenced by the people
self-satisfaction. around me (esp. friends).
6. PRODUCT EVALUATION
6.1. Rank which of the following do you consider in purchasing a product from highest to
lowest?
(1 as the highest and 5 the lowest)
[ ] Aesthetic value
[ ] Functionality
[ ] Brand
[ ] Price
[ ] Product Trend
81
Part 3. Consumer Behavior
Encircle the corresponding level of agreement for every item.
19. The things I own say a lot about how I am doing in life. 5 4 3 2 1
24. The things I have won are not all that important to me. 5 4 3 2 1
28. I put less emphasis on material things than most people I know. 5 4 3 2 1
Table of Attributes
83
Think for a moment and make a list of the features you would like to possess ideally (whether or not
you think to possess them).
Ideal Self
For each desirable feature, indicate in the right column the extent to which you possess this feature,
the ideal being 100%. For example, if you have a generosity ideal and that you think to actually
possess this characteristic at 80% of your ideal, please write « Generous : 80% ».
Q1. How big is the discrepancy or difference between this ideal and the way you perceive yourself?
1 2 3 4 5
1 2 3 4 5
Think for a moment and make a list of the features that are expected from you by your relatives
(regardless of whether or not you think you possess them).
84
Ought Self
For each desirable feature, indicate in the right column the extent to which you possess this feature,
the ideal being 100%. For example, if you think that your relatives have an ideal of generosity for
yourself and that you think to actually possess this characteristic at 80% of your ideal, please write «
Generous : 80% ».
Q1. How big is the discrepancy or difference between this ideal and the way you perceive yourself?
1 2 3 4 5
1 2 3 4 5
85
Encircle the corresponding level of agreement for every item.
33 I am an accomplished person. 5 4 3 2 1
31. The gap between my ideal and actual trait bothers me. 5 4 3 2 1
-----------nothing follows----------
86
C. Data Tabulation
1 2 3 5 20
2 2 3 6 18
3 2 3 6 18
4 2 3 6 18
5 2 4 6 16
6 2 3 6 17
7 2 4 5 15
8 2 4 6 20
9 2 4 5 20
10 2 4 6 18
11 2 3 6 18
12 2 3 6 18
13 2 4 6 15
14 2 3 6 17
15 2 3 6 17
16 2 3 5 17
17 2 3 5 17
18 2 3 6 16
19 2 4 5 16
20 2 4 6 20
21 2 4 6 20
22 2 4 6 17
87
23 2 4 6 18
24 2 3 6 18
25 2 3 6 17
26 2 3 5 19
27 2 3 6 19
28 2 3 5 19
29 2 3 5 15
30 2 4 5 15
31 2 4 6 18
32 2 4 5 18
33 2 3 6 15
34 2 3 6 16
35 2 3 6 17
36 2 4 6 15
37 2 4 6 20
38 2 3 6 20
39 2 3 5 17
40 2 4 6 16
41 2 3 5 19
42 2 3 5 19
43 2 4 5 15
44 2 4 6 17
45 2 4 6 18
46 2 4 6 18
88
47 2 4 6 18
48 2 3 6 18
49 2 4 6 20
50 2 4 5 20
51 2 4 5 16
52 2 3 6 17
53 2 4 6 17
54 2 4 6 18
55 2 4 6 18
56 2 4 5 18
57 2 3 6 19
58 2 4 5 20
59 2 4 6 15
60 2 4 6 19
61 2 3 5 15
62 2 4 6 15
63 2 3 5 19
64 2 4 6 15
65 2 3 5 16
66 2 3 5 17
67 2 4 6 17
68 2 4 5 16
69 2 4 6 18
70 2 4 6 18
89
71 2 3 6 17
72 2 3 6 15
73 2 4 6 15
74 2 4 5 20
75 2 3 5 15
76 2 3 6 19
77 2 3 5 16
78 2 4 5 16
79 2 4 6 15
80 2 4 6 20
81 2 4 6 15
82 2 3 6 17
83 2 4 6 17
84 1 4 6 15
85 1 3 5 18
86 1 4 6 15
87 1 3 5 15
88 1 3 6 19
89 1 3 5 19
90 1 3 6 15
91 1 4 6 20
92 1 3 6 20
93 1 4 6 15
94 1 4 6 17
90
95 1 4 6 16
96 1 4 5 18
97 1 4 6 18
98 1 4 6 18
99 1 3 6 17
100 1 3 6 17
101 1 4 5 19
102 1 3 6 19
103 1 3 6 19
104 1 3 5 15
105 1 4 6 16
106 1 4 6 17
107 1 4 5 17
108 1 4 5 15
109 1 3 6 15
110 1 3 5 18
111 1 3 6 18
112 1 3 6 16
113 1 4 5 17
114 1 3 6 20
115 1 4 6 20
116 1 4 6 20
117 1 4 6 18
118 1 4 6 16
91
119 1 3 6 17
120 1 3 6 17
121 1 4 6 17
122 1 3 6 18
123 1 3 6 19
124 1 4 6 18
125 1 4 5 17
126 1 4 6 17
127 1 3 5 16
128 1 3 6 18
129 1 4 6 18
130 1 3 5 18
131 1 3 6 17
132 1 4 6 18
133 1 4 6 20
134 1 4 5 18
135 1 3 5 18
136 1 3 6 19
137 1 3 5 18
138 1 3 6 16
139 1 4 5 16
140 1 4 6 18
141 1 4 5 17
142 1 4 5 17
92
143 1 3 6 18
144 1 3 6 19
145 1 4 5 18
146 1 3 6 17
147 1 4 5 17
148 1 3 5 17
149 1 3 5 19
150 1 3 6 17
Table 6.2. Responses of the respondents using a 4-point Likert scale for vanity.
Respondent
# Vanity
1 4 4 5 4 4 4 5 4 4 5 4 4 5 4 4
2 3 3 1 2 2 2 3 3 3 3 3 3 1 2 2
3 4 4 5 3 4 3 4 5 4 3 4 4 5 3 4
4 1 1 1 1 1 2 4 5 5 4 1 1 1 1 1
5 4 3 3 4 3 2 3 3 4 4 4 3 3 4 3
6 2 3 4 5 5 5 4 5 4 5 2 3 4 5 5
7 3 3 3 2 2 3 2 3 4 2 3 3 3 2 2
8 3 3 3 4 5 3 3 4 4 3 3 3 3 4 5
9 4 4 3 4 5 3 3 5 5 5 4 4 3 4 5
10 2 2 1 3 4 1 5 5 5 4 2 2 1 3 4
11 3 4 3 3 3 2 3 1 1 1 3 4 3 3 3
12 3 3 2 3 4 3 3 4 4 1 3 3 2 3 4
93
13 3 3 2 3 3 3 3 3 3 3 3 3 2 3 3
14 3 3 3 5 5 3 5 3 5 3 3 3 3 5 5
15 3 3 3 3 3 3 3 4 2 1 3 3 3 3 3
16 1 4 1 3 3 4 5 5 5 3 1 4 1 3 3
17 3 3 1 1 1 1 5 5 5 4 3 3 1 1 1
18 2 3 1 1 1 2 3 3 3 2 2 3 1 1 1
19 4 4 3 4 3 3 5 4 3 2 4 4 3 4 3
20 1 3 3 5 5 1 5 3 4 5 1 3 3 5 5
21 4 3 3 3 4 3 4 3 3 3 4 3 3 3 4
22 2 3 2 4 4 3 3 3 4 4 2 3 2 4 4
23 3 2 2 3 2 1 3 4 2 5 3 2 2 3 2
24 2 3 1 2 3 2 2 3 2 1 2 3 1 2 3
25 2 3 2 3 3 2 4 3 4 2 2 3 2 3 3
26 4 3 2 3 4 4 3 4 3 5 4 3 2 3 4
27 2 3 1 2 2 2 3 2 4 5 2 3 1 2 2
28 3 3 2 3 3 2 3 2 4 4 3 3 2 3 3
29 1 1 1 1 1 1 4 4 3 2 1 1 1 1 1
30 3 4 2 2 3 3 3 4 3 2 3 4 2 2 3
31 3 3 2 2 3 3 2 2 3 3 3 3 2 2 3
32 3 3 3 3 3 3 4 4 2 2 3 3 3 3 3
33 3 3 3 4 4 4 2 3 2 3 3 3 3 4 4
34 3 2 2 2 2 2 2 2 3 2 3 2 2 2 2
35 3 3 1 3 2 2 3 3 2 1 3 3 1 3 2
94
36 3 3 3 3 3 3 4 3 2 3 3 3 3 3 3
37 3 4 2 3 3 3 3 3 3 3 3 4 2 3 3
38 1 1 1 3 2 2 2 4 1 1 1 1 1 3 2
39 4 4 3 3 3 4 2 2 2 2 4 4 3 3 3
40 2 2 1 3 4 1 5 5 5 4 2 2 1 3 4
41 3 3 3 3 2 2 3 2 3 3 3 3 3 3 2
42 2 3 2 2 2 2 2 2 2 2 2 3 2 2 2
43 3 4 3 3 4 4 3 3 3 3 3 4 3 3 4
44 3 3 1 1 5 3 5 2 2 3 3 3 1 1 5
45 2 2 1 5 5 1 4 5 5 5 2 2 1 5 5
46 2 2 1 2 1 1 4 5 5 5 2 2 1 2 1
47 3 4 2 4 4 3 2 4 3 5 3 4 2 4 4
48 3 3 3 4 4 3 3 3 4 4 3 3 3 4 4
49 3 4 3 4 4 3 3 3 4 4 3 4 3 4 4
50 3 3 2 1 2 2 5 5 5 4 3 3 2 1 2
51 5 4 4 5 3 5 4 5 5 4 5 4 4 5 3
52 4 4 5 4 5 4 5 5 4 4 4 4 5 4 5
53 1 2 2 1 3 3 4 1 1 3 1 2 2 1 3
54 5 4 3 4 5 4 3 4 5 4 5 4 3 4 5
55 3 5 3 3 2 3 2 4 5 5 3 5 3 3 2
56 2 4 2 1 2 2 4 4 4 5 2 4 2 1 2
57 3 3 1 3 1 1 5 3 3 3 3 3 1 3 1
58 4 4 3 3 3 3 3 3 3 2 4 4 3 3 3
59 2 2 1 1 4 1 5 5 3 1 2 2 1 1 4
60 3 3 1 2 2 2 2 4 3 2 3 3 1 2 2
95
61 3 4 2 3 3 3 4 4 4 3 3 4 2 3 3
62 3 2 1 3 5 3 3 4 2 3 3 2 1 3 5
63 3 2 1 3 2 3 2 4 3 2 3 2 1 3 2
64 2 3 2 3 2 2 3 3 3 2 2 3 2 3 2
65 3 3 3 3 3 2 3 3 4 4 3 3 3 3 3
66 3 3 1 3 3 3 1 1 2 1 3 3 1 3 3
67 3 3 2 3 2 3 3 4 3 2 3 3 2 3 2
68 3 3 2 3 2 2 2 4 2 3 3 3 2 3 2
69 3 3 1 5 3 3 4 3 4 3 3 3 1 5 3
70 1 2 1 1 3 3 2 2 3 2 1 2 1 1 3
71 3 3 4 3 4 3 2 1 1 1 3 3 4 3 4
72 3 3 1 1 2 1 1 1 1 1 3 3 1 1 2
73 5 5 3 4 3 3 4 5 3 4 5 5 3 4 3
74 3 3 4 4 3 4 3 4 2 4 3 3 4 4 3
75 3 2 3 1 5 3 3 2 3 3 3 2 3 1 5
76 3 3 1 5 3 3 4 3 4 3 3 3 1 5 3
77 3 5 5 5 5 3 4 4 3 1 3 5 5 5 5
78 2 3 3 1 1 1 2 5 3 5 2 3 3 1 1
79 3 2 2 2 2 2 2 3 3 3 3 2 2 2 2
80 3 4 3 3 3 3 3 4 3 4 3 4 3 3 3
81 3 3 2 3 3 2 2 4 3 3 3 3 2 3 3
82 2 2 2 2 2 1 3 3 3 2 2 2 2 2 2
83 4 4 5 4 5 5 3 3 3 4 4 4 5 4 5
96
84 1 1 1 1 1 1 1 5 1 5 1 1 1 1 1
85 1 1 1 1 1 2 1 4 5 5 1 1 1 1 1
86 3 4 2 3 3 2 2 2 2 3 3 4 2 3 3
87 3 2 3 1 3 3 4 2 3 2 3 2 3 1 3
88 3 3 1 2 1 1 4 3 3 3 3 3 1 2 1
89 3 3 2 2 2 1 3 4 4 4 3 3 2 2 2
90 3 3 1 2 4 2 2 1 1 2 3 3 1 2 4
91 1 1 1 1 1 1 1 5 1 5 1 1 1 1 1
92 1 2 1 2 1 2 4 4 4 4 1 2 1 2 1
93 3 4 2 3 3 3 3 3 1 2 3 4 2 3 3
94 1 2 1 3 2 1 2 3 2 1 1 2 1 3 2
95 2 1 1 1 1 1 4 3 4 3 2 1 1 1 1
96 3 4 2 3 3 3 3 2 3 4 3 4 2 3 3
97 2 2 2 1 1 1 3 2 1 1 2 2 2 1 1
98 4 4 3 3 3 3 3 3 3 3 4 4 3 3 3
99 2 3 2 2 2 2 3 3 5 4 2 3 2 2 2
100 2 3 2 1 1 1 3 1 2 2 2 3 2 1 1
101 4 3 2 2 3 3 2 2 2 3 4 3 2 2 3
102 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3
103 3 5 1 4 3 3 5 3 5 3 3 5 1 4 3
104 2 2 1 3 5 3 3 3 3 2 2 2 1 3 5
105 2 3 2 3 3 2 2 4 3 2 2 3 2 3 3
106 3 3 3 3 3 2 5 5 5 4 3 3 3 3 3
107 2 2 1 3 2 3 4 4 3 2 2 2 1 3 2
108 2 3 3 3 2 3 3 2 5 5 2 3 3 3 2
97
109 1 3 1 1 5 1 5 4 4 4 1 3 1 1 5
110 4 1 2 3 3 2 1 2 3 5 4 1 2 3 3
111 2 3 2 2 3 2 4 4 2 4 2 3 2 2 3
112 3 3 3 3 4 4 3 2 2 3 3 3 3 3 4
113 3 3 2 2 2 2 3 4 2 4 3 3 2 2 2
114 3 3 3 3 2 3 3 3 3 3 3 3 3 3 2
115 1 2 1 2 3 2 3 2 2 2 1 2 1 2 3
116 1 1 1 1 1 1 3 4 2 2 1 1 1 1 1
117 2 2 2 3 2 2 3 3 1 1 2 2 2 3 2
118 3 3 2 2 2 2 3 3 2 2 3 3 2 2 2
119 2 3 2 2 2 2 3 2 3 2 2 3 2 2 2
120 4 4 5 4 4 4 5 4 4 5 4 4 5 4 4
121 3 3 1 3 2 2 2 3 2 2 3 3 1 3 2
122 3 3 2 2 2 2 3 3 1 1 3 3 2 2 2
123 3 2 1 3 2 1 4 1 2 1 3 2 1 3 2
124 3 3 2 3 2 2 3 2 3 3 3 3 2 3 2
125 3 3 1 3 4 4 4 3 3 2 3 3 1 3 4
126 3 3 4 3 3 3 3 4 4 4 3 3 4 3 3
127 3 3 3 2 2 2 2 3 3 4 3 3 3 2 2
128 3 4 3 4 2 2 3 3 2 3 3 4 3 4 2
129 3 3 2 2 2 2 5 4 5 5 3 3 2 2 2
130 3 3 1 3 3 3 5 4 3 4 3 3 1 3 3
131 3 3 2 2 2 2 3 4 3 3 3 3 2 2 2
132 4 4 3 3 3 3 3 4 4 4 4 4 3 3 3
98
133 3 3 3 4 4 3 4 3 4 3 3 3 3 4 4
134 2 3 3 2 3 3 3 3 4 4 2 3 3 2 3
135 3 3 3 3 4 3 3 3 2 3 3 3 3 3 4
136 3 3 1 3 2 2 3 2 3 2 3 3 1 3 2
137 3 4 4 4 3 3 4 4 4 4 3 4 4 4 3
138 3 4 3 2 2 3 4 4 3 3 3 4 3 2 2
139 3 3 2 3 3 3 4 2 4 4 3 3 2 3 3
140 3 3 2 2 2 2 2 4 3 4 3 3 2 2 2
141 2 3 2 2 2 2 3 3 5 4 2 3 2 2 2
142 3 3 3 3 2 2 3 4 4 4 3 3 3 3 2
143 3 2 3 3 3 3 3 4 3 3 3 2 3 3 3
144 4 5 3 5 5 3 4 3 3 2 4 5 3 5 5
145 3 3 2 2 1 1 4 3 3 2 3 3 2 2 1
146 3 4 3 3 2 2 3 3 3 2 3 4 3 3 2
147 3 3 3 3 3 3 4 3 3 1 3 3 3 3 3
148 2 3 2 2 3 2 2 2 3 2 2 3 2 2 3
149 3 3 2 3 4 2 4 4 4 3 3 3 2 3 4
150 5 4 3 4 5 4 3 4 5 4 5 4 3 4 5
99
Table 6.3. Responses of the respondents using a 4-point Likert scale for materialism.
Respondent
# Materialism
1 4 3 4 4 5 4 4 4 5 3 4 4 3 4 5
2 3 3 3 3 3 3 5 3 2 3 2 3 4 4 5
3 4 3 4 5 4 4 4 5 4 3 4 5 4 4 3
4 4 3 3 3 3 1 1 2 5 1 1 5 5 5 2
5 3 2 4 3 3 3 3 3 4 3 2 3 4 3 3
6 4 4 5 4 4 5 5 4 5 4 5 5 5 4 4
7 5 3 3 2 3 3 2 3 3 4 3 3 5 4 4
8 4 4 3 5 5 3 3 4 3 4 5 3 3 5 3
9 5 5 4 5 4 4 5 5 4 5 5 5 5 5 4
10 4 4 4 5 4 3 3 2 3 1 3 5 3 3 3
11 3 3 2 2 2 1 4 3 5 2 2 4 5 5 3
12 4 3 4 3 3 3 4 4 3 2 3 3 5 5 3
13 3 3 3 3 3 3 3 1 5 4 2 4 3 4 2
14 3 3 3 3 3 3 4 3 3 3 3 3 5 4 3
15 5 3 2 2 3 1 3 3 3 3 2 3 4 5 3
16 3 2 2 3 1 1 4 4 3 4 4 3 3 4 2
17 1 5 3 5 5 1 5 2 4 2 4 1 5 5 2
18 2 2 3 3 2 2 4 3 3 2 2 3 5 5 3
19 4 3 4 4 3 3 1 4 3 3 4 2 5 5 1
20 4 3 2 2 2 1 5 3 4 3 5 2 5 5 3
21 2 3 2 3 2 2 1 2 2 3 1 2 5 3 4
22 5 3 2 3 1 1 3 3 3 4 1 5 3 5 1
100
23 4 5 5 4 3 4 4 3 5 5 2 5 5 3 2
24 4 2 2 2 2 2 3 2 5 2 1 5 4 3 2
25 3 2 2 3 2 2 2 2 4 3 2 4 4 4 3
26 4 2 3 3 2 2 4 4 3 3 3 4 4 4 3
27 2 2 2 3 2 1 1 2 3 3 2 3 5 4 3
28 3 3 2 3 2 2 1 2 2 3 2 3 5 4 3
29 3 1 2 1 1 1 4 3 2 2 1 2 4 4 3
30 5 4 3 3 3 3 4 4 4 4 3 4 5 4 4
31 3 3 3 3 2 3 4 3 3 2 2 3 3 3 3
32 4 3 3 3 3 3 4 3 2 3 4 3 3 3 2
33 4 3 3 3 3 3 4 3 3 3 3 3 4 4 3
34 4 2 3 3 3 3 2 2 3 3 3 3 2 4 3
35 3 2 4 3 3 2 2 3 4 3 3 4 4 4 3
36 5 3 3 3 3 2 2 3 3 3 2 4 3 4 2
37 4 3 3 3 3 3 3 3 4 4 3 3 4 4 4
38 5 3 3 3 3 2 4 2 4 2 3 4 4 4 2
39 4 3 3 3 4 3 4 2 4 3 3 2 4 4 2
40 4 4 4 5 4 3 3 2 3 1 3 5 3 3 3
41 4 3 3 4 3 3 4 3 3 3 3 2 3 3 2
42 2 2 2 2 2 2 2 2 3 3 2 2 4 4 3
43 2 3 2 3 2 2 4 4 3 4 1 3 5 4 3
44 4 2 3 3 2 1 3 2 1 3 3 3 5 5 5
45 5 4 3 3 3 2 5 3 2 2 4 3 5 3 5
46 5 4 3 3 3 2 5 3 2 2 4 3 5 3 5
101
47 5 2 2 1 2 1 5 4 3 4 3 5 5 5 3
48 4 4 3 3 3 3 1 2 2 3 3 4 5 5 4
49 5 5 4 4 4 4 1 2 3 3 3 3 5 5 2
50 5 5 5 5 5 5 5 3 4 3 1 2 5 4 5
51 5 5 5 4 4 4 5 5 5 5 5 5 5 5 5
52 5 4 4 4 5 4 4 4 5 5 4 4 4 5 4
53 1 3 1 1 1 1 3 2 3 4 1 5 5 5 3
54 5 5 5 4 4 5 1 5 5 5 5 4 5 5 4
55 3 3 3 3 3 3 3 3 3 5 5 5 3 5 5
56 5 5 3 3 3 3 5 4 4 3 3 4 3 2 2
57 3 2 2 4 2 2 3 2 2 5 4 4 3 4 3
58 3 2 3 3 3 3 3 3 3 4 4 4 4 3 2
59 4 3 3 3 2 1 3 3 3 5 3 4 2 3 2
60 3 3 3 4 3 3 4 4 2 2 1 4 2 4 1
61 4 4 4 4 4 4 5 4 3 3 3 4 5 5 4
62 3 3 3 4 3 2 5 4 4 3 3 3 4 4 2
63 5 3 4 2 2 2 4 4 3 2 3 3 3 3 4
64 4 3 3 3 3 2 4 3 3 4 3 3 4 5 3
65 4 4 3 3 4 3 4 3 3 3 4 3 3 3 2
66 1 3 4 2 3 2 2 2 2 1 1 3 4 5 4
67 2 2 2 3 2 2 5 4 3 3 2 3 3 4 3
68 4 3 3 3 3 3 3 3 4 2 2 4 4 4 3
69 3 3 3 3 3 1 2 2 3 2 1 3 5 3 2
70 2 3 2 2 3 2 2 2 4 3 2 5 5 5 3
102
71 1 3 3 3 4 3 2 1 1 3 3 3 2 1 4
72 3 1 1 2 1 1 1 1 5 5 3 4 5 5 5
73 5 5 5 5 4 4 3 2 3 2 4 4 5 5 2
74 3 4 3 4 4 4 2 4 3 3 4 3 2 3 5
75 1 3 2 4 3 3 5 3 4 5 2 3 5 5 3
76 3 3 3 3 3 1 2 2 3 2 1 3 5 3 2
77 1 3 4 5 5 4 5 4 3 1 2 5 4 3 2
78 3 1 1 2 1 1 5 5 1 5 3 3 5 3 3
79 4 3 3 3 3 4 2 3 3 3 3 4 5 5 3
80 5 2 3 2 2 3 4 2 2 4 2 3 3 3 2
81 3 3 3 3 3 3 3 3 3 3 2 3 2 3 3
82 3 3 2 4 2 2 5 2 2 2 1 2 5 5 1
83 2 2 3 3 3 3 2 2 4 3 3 3 3 3 3
84 5 1 1 1 1 1 3 4 1 5 5 1 1 3 1
85 3 3 2 3 2 3 4 4 3 4 3 1 4 3 4
86 3 2 3 3 2 4 2 3 3 3 2 3 5 4 3
87 4 2 3 3 3 2 4 3 3 2 3 3 3 3 3
88 3 2 2 2 2 2 4 3 4 3 3 4 4 4 3
89 4 3 2 3 3 2 4 4 4 3 5 5 5 5 5
90 3 3 2 3 1 1 2 2 4 2 1 4 2 3 3
91 5 1 1 1 1 1 3 4 1 5 5 1 1 3 1
92 4 2 2 2 2 1 1 2 2 3 2 3 5 4 3
93 4 2 3 3 2 3 2 1 5 1 1 4 2 4 2
94 3 1 3 3 2 2 2 3 3 2 2 3 3 3 2
103
95 3 2 2 2 3 1 3 2 4 4 3 3 2 3 5
96 3 3 3 3 3 3 2 2 3 3 3 4 5 5 5
97 1 1 1 1 1 1 3 1 5 5 1 5 5 5 5
98 2 3 3 3 2 2 2 2 4 3 2 3 4 4 3
99 3 3 3 4 3 3 3 3 3 4 2 4 3 3 5
100 2 3 2 3 3 3 3 3 4 2 1 1 1 4 3
101 3 4 4 4 4 4 3 3 4 3 5 2 3 3 4
102 2 3 2 2 3 3 3 3 3 3 3 2 3 2 2
103 3 5 3 4 3 3 5 4 5 4 3 4 5 4 3
104 3 3 3 3 3 2 4 3 3 3 2 3 5 3 2
105 3 3 3 3 3 3 4 3 2 3 3 3 5 5 4
106 5 3 3 3 3 3 4 3 5 5 4 3 5 4 1
107 3 3 2 3 3 2 5 3 2 3 2 2 5 5 5
108 4 3 2 2 3 2 5 5 5 2 2 1 5 5 5
109 4 3 3 3 3 1 3 2 5 5 2 3 5 5 3
110 2 4 2 3 3 5 4 3 2 5 5 4 3 5 5
111 2 2 3 3 3 3 3 4 2 4 2 4 5 5 2
112 2 3 2 3 3 3 2 4 4 4 4 3 4 4 3
113 4 2 2 3 2 3 3 4 2 4 2 4 5 5 2
114 3 3 3 5 4 3 4 4 3 3 3 3 3 3 3
115 3 3 3 3 3 2 5 4 3 3 4 3 5 4 4
116 1 1 1 1 2 1 3 2 4 2 2 4 3 4 3
117 1 3 3 3 3 3 1 1 5 2 2 5 5 4 3
118 3 3 3 4 3 2 2 3 4 3 2 4 4 4 4
104
119 2 2 2 2 2 2 4 3 3 3 2 4 4 5 5
120 4 3 4 4 5 4 4 4 5 3 4 4 3 4 5
121 4 3 4 3 2 2 4 4 3 4 2 5 5 5 2
122 3 3 2 3 3 2 2 2 4 3 2 4 4 4 2
123 2 2 2 3 2 1 2 3 3 3 2 4 4 4 3
124 3 3 2 2 2 2 3 3 3 3 2 2 4 3 3
125 4 4 4 4 4 2 5 5 2 2 2 3 2 2 2
126 3 3 3 3 4 3 4 4 3 3 3 3 2 2 4
127 3 2 2 3 2 2 2 2 4 2 2 3 4 3 2
128 3 3 3 3 3 3 4 3 4 4 3 2 5 5 4
129 4 4 4 4 4 2 3 3 5 3 2 2 5 5 2
130 5 3 3 3 1 1 5 3 3 4 4 4 4 4 3
131 2 3 2 3 2 2 2 2 2 4 2 4 5 4 4
132 3 3 3 3 3 2 1 1 5 2 1 4 5 5 3
133 3 4 5 4 5 4 5 4 4 5 5 5 5 5 3
134 3 2 3 3 3 4 2 2 2 3 3 4 5 5 3
135 4 4 4 4 4 3 3 3 3 4 3 3 4 4 3
136 3 3 3 3 3 2 3 3 4 2 2 4 5 5 2
137 4 4 4 4 4 3 2 4 3 4 4 4 2 3 2
138 3 3 3 2 2 3 4 3 3 4 2 3 2 3 1
139 4 3 3 4 4 4 5 5 4 3 5 4 5 5 2
140 4 3 4 3 2 2 4 4 3 4 3 3 2 3 3
141 3 3 3 4 3 3 3 3 3 4 2 4 3 3 5
142 4 4 4 4 4 3 4 4 4 4 4 2 3 3 2
105
143 4 2 2 2 2 2 3 4 3 4 2 3 2 4 2
144 3 5 3 3 3 3 3 3 3 5 3 3 3 2 3
145 3 3 3 3 3 3 2 3 3 4 3 3 2 4 2
146 3 3 3 3 3 2 3 2 4 4 3 3 3 3 3
147 3 3 3 3 3 3 3 2 5 3 1 4 4 4 1
148 2 2 2 2 2 2 4 3 4 4 2 3 5 4 2
149 4 3 3 3 3 2 4 3 3 2 4 3 4 3 3
150 5 5 5 4 4 5 1 5 5 5 5 4 5 5 4
Table 6.4. Responses of the respondents using a 4-point Likert scale for self-discrepancy.
Respondent
# Self-discrepancy
1 4 5 4 4 4 4 5 4 4 1 1 1 1 4 1
2 3 3 3 3 5 3 3 4 4 3 3 2 2 4 3
3 4 3 4 3 4 5 4 3 4 1 5 5 1 4 1
4 3 3 4 2 2 2 2 4 3 4 3 5 3 3 1
5 1 2 3 3 4 4 4 4 3 5 1 4 3 4 1
6 4 4 5 5 3 5 5 4 5 2 1 2 2 5 2
7 3 3 3 3 4 3 3 4 4 3 4 3 4 4 3
8 3 4 5 3 3 3 4 4 3 3 2 3 2 3 3
9 5 5 4 4 3 5 3 5 5 2 3 2 3 5 2
10 3 3 3 3 4 4 2 3 5 2 3 3 4 5 2
11 1 5 5 4 1 1 2 3 3 3 4 4 1 3 1
106
12 1 4 3 4 3 2 3 4 4 3 3 3 3 4 3
13 3 3 3 3 3 3 2 3 3 2 5 4 4 3 2
14 2 4 2 3 2 4 3 4 4 3 2 3 1 4 3
15 2 3 2 2 2 4 3 5 3 3 2 3 1 3 3
16 3 4 4 3 5 4 5 5 5 3 4 4 4 5 3
17 2 2 1 4 4 2 2 4 4 5 3 3 3 4 5
18 2 2 3 3 5 4 4 4 3 3 3 3 1 3 3
19 1 2 1 4 5 2 3 5 5 4 1 2 1 5 1
20 3 1 3 3 2 5 3 5 5 3 5 3 1 5 3
21 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3
22 1 3 4 3 5 3 3 4 2 3 4 1 3 2 4
23 1 5 1 3 1 4 3 4 4 2 4 2 3 4 2
24 1 3 1 3 2 4 2 3 3 4 3 4 2 3 4
25 2 3 3 4 3 4 2 4 3 4 3 3 2 3 4
26 4 3 4 4 2 4 3 4 3 3 1 5 3 3 3
27 2 3 2 3 3 2 2 4 2 3 1 3 1 2 3
28 2 3 2 3 4 2 5 3 2 3 4 3 5 2 3
29 3 3 3 3 2 2 3 3 2 4 4 3 3 5 4
30 4 4 3 3 3 3 3 5 5 3 3 3 1 5 3
31 2 4 3 3 2 3 3 3 5 5 1 2 1 5 5
32 2 3 4 2 2 4 3 3 3 3 2 1 1 3 3
33 3 2 2 2 2 4 3 5 3 4 4 5 3 3 4
34 3 3 3 3 2 4 3 4 4 3 3 5 3 4 3
35 2 3 2 4 2 2 2 3 4 3 2 3 1 4 3
107
36 2 3 2 4 4 2 3 2 2 5 3 3 3 2 5
37 3 3 3 4 3 3 3 4 4 3 3 3 3 4 3
38 2 3 3 4 4 2 3 4 3 3 1 5 4 3 3
39 2 2 2 4 4 2 2 3 3 2 5 3 3 4 4
40 3 3 3 3 4 4 2 3 5 2 3 3 4 5 2
41 3 3 4 3 2 3 3 2 2 3 5 3 1 2 3
42 3 2 1 2 3 5 4 5 2 3 2 3 3 2 3
43 2 3 2 3 3 4 3 3 4 3 3 4 4 4 3
44 3 3 3 4 5 3 3 3 2 3 4 4 1 2 1
45 1 3 5 3 2 2 2 5 5 4 1 4 3 5 1
46 1 3 5 3 2 2 2 5 5 1 5 1 1 5 1
47 3 2 2 2 3 2 2 4 3 2 3 3 3 3 2
48 1 3 3 3 4 3 3 3 4 2 3 2 5 4 2
49 2 4 4 3 4 4 3 4 4 1 3 1 3 4 1
50 1 4 5 3 3 4 1 5 5 2 3 1 3 5 2
51 5 5 5 5 5 5 5 5 5 1 5 1 3 5 1
52 4 4 5 5 5 4 4 4 4 2 4 3 2 4 2
53 4 4 1 3 4 1 2 3 2 4 3 2 3 2 4
54 1 5 4 4 5 5 1 5 4 1 1 3 5 4 1
55 2 5 3 3 3 5 4 5 4 5 3 3 1 4 1
56 3 3 3 2 2 3 2 3 2 1 4 1 3 2 1
57 4 3 4 2 2 3 2 2 3 4 4 2 3 3 1
58 2 3 3 3 3 2 2 2 3 2 3 2 3 3 2
59 4 4 3 2 2 3 3 4 4 4 3 5 3 4 4
108
60 4 5 3 4 3 2 3 2 4 4 3 4 3 4 4
61 2 3 3 3 3 4 3 4 3 2 2 1 2 3 2
62 4 3 2 3 2 4 4 5 5 2 2 3 2 5 2
63 3 4 3 3 2 3 3 4 4 3 2 3 2 4 3
64 2 3 2 3 3 2 3 4 3 2 4 3 4 3 2
65 3 4 3 3 4 3 3 3 3 3 3 4 3 3 3
66 5 4 1 3 3 3 1 5 4 3 2 3 2 1 3
67 2 3 4 3 5 3 4 3 4 5 1 5 3 4 5
68 2 3 3 3 4 3 3 3 3 2 2 2 2 3 2
69 5 3 3 3 3 3 1 2 4 4 4 3 3 4 4
70 3 3 3 3 5 3 3 4 4 5 3 5 3 4 5
71 4 5 4 1 3 4 3 1 3 5 1 5 1 3 5
72 3 1 2 3 4 3 3 3 3 3 3 5 4 3 3
73 1 2 3 3 2 2 2 3 3 2 2 3 3 3 2
74 4 3 4 3 3 3 4 4 4 2 2 3 2 4 2
75 1 4 3 4 5 5 4 5 3 3 3 3 3 3 3
76 5 3 3 3 3 3 4 2 4 4 4 1 1 4 4
77 2 3 3 4 3 4 4 3 4 3 3 3 3 4 3
78 2 5 5 4 4 5 3 5 5 3 3 3 3 5 3
79 2 2 2 3 4 3 3 4 3 3 3 3 3 3 3
80 2 2 2 2 3 4 3 4 2 5 4 4 3 2 3
81 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3
82 4 5 3 2 5 2 2 3 4 4 4 3 3 4 4
83 3 2 4 2 4 2 3 3 5 3 2 3 3 5 3
109
84 5 1 3 1 1 5 1 5 5 5 3 5 3 5 5
85 3 3 3 4 5 5 5 5 4 2 4 2 3 4 2
86 4 3 3 3 4 2 4 2 4 3 3 1 1 4 3
87 3 3 3 3 2 3 2 5 4 3 3 3 3 4 3
88 2 3 2 3 3 3 3 3 4 3 3 3 3 4 3
89 3 4 4 3 4 5 3 5 5 3 3 3 3 5 3
90 1 2 2 4 2 2 2 2 2 3 1 2 1 2 3
91 5 1 3 1 1 5 1 5 5 5 3 5 3 5 5
92 1 2 1 3 3 1 1 2 3 3 1 3 1 3 3
93 2 2 1 5 4 2 4 1 2 3 1 3 1 2 3
94 2 3 3 4 5 1 1 1 3 3 1 3 3 3 3
95 3 3 3 4 4 3 3 3 3 3 3 3 3 3 3
96 3 3 2 3 4 3 3 3 3 3 3 5 3 3 3
97 3 3 1 3 4 3 4 2 5 3 3 5 3 5 3
98 2 2 2 3 4 3 3 3 3 3 3 3 3 3 3
99 2 4 3 3 2 2 3 4 5 3 3 3 3 5 3
100 3 2 2 3 3 3 3 3 3 3 1 3 1 3 3
101 4 4 3 3 4 2 3 3 3 2 3 2 3 3 2
102 2 2 3 3 3 3 3 3 2 3 2 3 2 2 3
103 1 1 1 4 4 4 2 4 4 3 3 3 5 4 3
104 3 2 2 3 3 3 3 5 4 3 5 3 3 4 3
105 3 3 2 2 2 2 3 2 3 5 3 5 5 3 5
106 1 1 5 2 5 4 2 5 3 1 1 3 3 3 1
107 2 2 2 4 4 4 3 4 2 2 2 1 2 2 2
110
108 2 3 3 3 3 4 3 5 3 1 3 3 3 3 1
109 1 5 3 1 4 3 3 4 5 3 2 4 3 5 3
110 4 5 5 5 5 5 5 5 5 3 1 1 5 5 3
111 1 2 2 2 3 4 2 4 4 1 5 2 1 4 1
112 3 3 3 4 3 4 4 4 4 3 3 2 1 4 3
113 1 2 2 2 3 4 2 4 4 1 1 3 3 4 1
114 3 3 3 3 5 3 2 5 4 4 3 3 3 4 4
115 2 3 4 3 3 4 3 4 3 4 3 3 1 3 4
116 1 2 2 3 3 3 3 4 4 3 3 3 1 4 3
117 1 1 1 5 4 1 1 1 1 2 1 3 3 1 2
118 3 3 3 3 4 3 3 3 3 3 3 3 3 3 3
119 4 3 2 4 2 3 3 3 3 3 3 1 1 3 3
120 4 5 4 4 4 4 5 4 4 1 1 1 1 4 1
121 1 3 1 2 2 3 2 2 3 3 1 3 1 3 3
122 2 3 2 4 4 2 5 2 2 3 1 2 1 2 3
123 2 2 3 3 3 3 2 3 2 1 1 3 1 2 1
124 4 4 3 3 3 4 3 4 3 3 1 3 3 3 3
125 2 4 5 2 3 4 3 2 2 3 1 3 1 2 3
126 5 3 4 4 4 3 3 3 3 3 5 3 5 3 3
127 2 2 2 4 4 2 3 3 3 3 1 4 2 3 3
128 3 4 2 4 5 1 2 2 3 3 1 1 1 3 3
129 2 5 3 4 5 2 3 5 4 1 1 3 3 4 1
130 3 3 4 3 4 4 1 4 3 2 5 3 3 3 2
131 3 2 2 3 4 2 3 3 2 2 4 2 4 2 2
111
132 1 1 2 3 5 2 1 1 1 2 3 3 4 1 2
133 3 5 4 3 3 4 3 4 4 1 4 2 4 4 1
134 3 3 3 3 3 5 3 3 4 4 4 3 1 4 4
135 3 4 3 3 4 3 3 4 3 2 3 2 4 3 2
136 2 3 2 4 5 3 3 4 3 3 3 1 2 3 3
137 4 4 4 2 4 4 3 4 4 2 3 1 4 4 2
138 3 5 4 1 2 4 5 5 5 3 4 3 4 5 3
139 2 3 3 2 4 4 2 4 3 2 5 1 5 3 2
140 2 3 3 3 4 4 4 4 4 1 1 1 1 4 1
141 2 4 3 3 2 2 3 4 5 3 3 3 3 5 3
142 3 4 4 3 3 4 3 4 4 1 2 3 3 4 1
143 4 4 4 3 4 2 2 3 3 4 3 4 3 3 4
144 3 4 3 3 4 3 1 4 5 1 1 2 1 5 1
145 3 4 2 3 2 3 3 3 4 5 5 3 3 4 5
146 3 3 3 3 3 3 3 3 3 4 2 3 3 3 4
147 1 1 1 1 3 3 3 3 3 5 5 3 3 3 5
148 1 3 3 3 2 4 3 4 4 4 3 5 2 4 4
149 3 4 4 2 3 3 3 3 4 3 3 3 3 4 3
150 1 5 4 4 5 5 1 5 4 1 1 3 5 4 1
112