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The individual’s self-awareness refers to the habit, tendency, or willingness to focus his attention either within or outside himself. This construct is composed of three dimensions: private self-awareness, public self-consciousness and social anxiety. The present work focuses on analyzing the construct of self-awareness in order to better understand this concept in relation to the consumer’s behavior. It validates with a sample of 819 Spanish university students a brief scale of self-awareness for use when full scale is not practical. Self-consciousness has been measured through the revised scale of Scheier and Carver (1985). Among the findings, there is little differentiation in previous studies between the dimensions of self-awareness, especially between public self-awareness and private self-awareness. In addition, the scale of self-awareness has been analyzed and a brief scale has been validated, which could be much more operative for future research.

Autoconciencia en el comportamiento del consumidor: validación de una escala abreviada