Public Self-Consciousness and Consumption Behavior

Abstract Public self-consciousness is a major aspect of self-attention, concerned with attention to the self as a social object. In this study of American adults, public self-consciousness was tested against a number of variables with self-concept and/or socially conspicuous elements. Many relationships, involving public self-consciousness, stand out from the data analysis performed, including those with age, sexual self-image, and fashion-related variables, thus demonstrating the wide scope of public self-consciousness in relation to everyday behaviors and perceptions. Demographically, there were also racial and marital status differences in public self-consciousness.