’’SUJETA’’ – OD KONSTRUKTA DO KORELATA

Within this paper, we tried to describe in as much detail as possible the current knowledge related to the concept of vanity. The first part of the paper deals with the presentation of defining vanity from the point of view of various researchers, as well as the presentation of the way in which this concept is operationally defined. The second part is aimed at presenting research related to the existence of gender differences in terms of the manifestation of certain dimensions of vanity. The fourth part refers to the attempt to determine the nature of vanity, adaptive or maladaptive, through the presentation of previous results of research on the relationship of this construct with others in the field of personality psychology, mental health, social psychology and the like. Since vanity is the most researched in the field of marketing psychology, the last part of the paper is a review of previous knowledge about the importance of vanity for marketing psychology. According to LeBel, vanity is a two-dimensional construct described through excessive expression of satisfaction with physical appearance and excessive expression of satisfaction related to one’s own abilities and achievements. Most research suggests that there are differences between males and females in terms of the manifestation of certain dimensions of vanity. Having in mind the results of studies so far, we can conclude that vanity is a maladaptive construct that is especially abused in marketing, where even the terms Consumer Vanity and Vanity Size have been coined. Keywords: Vanity, Excessive physical view, Excessive abilities view, Consumer Vanity, Vanity Size