A market segmentation approach to esteem and efficacy in information search

Purpose – Building on consumer purchase behavior and self‐confidence theories combined with insights from marketing segmentation literature, this study aims to investigate the influence of self‐esteem and self‐efficacy on consumers' selection of sources of information when making a product buying decision. Design/methodology/approach – Multivariate analysis of variance was used to analyze the main and interaction effects of the independent categorical variables on multiple dependent interval variables. An online survey was distributed using search engine marketing. Findings – The results indicate that sources of information are used differently among individuals with differing levels of self‐esteem and self‐efficacy. For example, individuals with higher self‐efficacy relied on themselves for information, while those with lower self‐efficacy relied on impersonal sources of information, such as the media or internet. Individuals with higher self‐esteem relied on themselves and impersonal sources (media and internet) as important sources of information, compared with those respondents with low self‐esteem. Research limitations/implications – Measuring situational influence using brief descriptions of hypothetical consumption situations was required. These descriptions could not include all possible facets of a natural setting resulting in subjective interpretations by respondents of what constitutes socially acceptable behavior. Practical implications – Consumer experiences and expectations will vary during a purchase situation. Understanding how individuals seek varied sources of information based on self‐esteem and self‐efficacy is pertinent to marketing professionals when creating advertising programs particularly for products which offer potential socially risky situations, such as gift‐giving. Originality/value – This research contributes by expanding the understanding of search behavior and the influence of self‐esteem and self‐efficacy on different purchase situations.