SYMBOLIC CONSUMPTION AND SELF-PRESENTATION AS COMPENSATORY CONSUMPTION BEHAVIOUR(CCB): MEASURING IMPRESSION MANAGEMENT, FOMO, AND INGRATIATION IN FASHION JEWELLERY PURCHASE
Keywords:
Symbolic Consumption, Compensatory Consumption Behavior(CCB), Self-Presentation, Impression Management, FOMO, Ingratiation, Fashion Jewellery, Purchase Intention, Working Women, Chennai Regio.Abstract
This study examines the role of symbolic consumption and self-presentation as elements of Compensatory Consumption Behaviour(CCB) in influencing fashion jewellery purchase behaviour among working women in the Chennai region, with a specific focus on impression management, fear of missing out (FOMO), and ingratiation. Drawing on survey data collected from working women across diverse professional backgrounds, the research employs quantitative analysis to evaluate how these psychological and social factors shape purchase intentions. The findings reveal that impression management significantly drives consumers to select jewellery that enhances their social image, while FOMO encourages trend-driven and impulsive buying decisions. Ingratiation further influences purchase behaviour as individuals seek social approval and acceptance through their choices. The study highlights the growing importance of symbolic meaning in fashion consumption and offers valuable insights for marketers to design targeted strategies that appeal to consumers’ self-presentation motives.
