Assessing the Relationship Between Materialism and Conspicuous Consumption: Validation in the Indian Context

Chacko, Pearly Saira; Prashar, Sanjeev; Ramanathan, Hareesh N.

doi:10.21315/aamj2018.23.2.7

Cited by 8 publications

(3 citation statements)

References 32 publications

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“…Traditional research has demonstrated that materialism is deeply related to conspicuous consumption, suggesting that consumers with a high materialism tend to spend more ostentatiously on expensive fashion products than those with low materialism (Wu et al , 2017; Lewis and Moital, 2016). Similarly, Chacko et al (2018) examine positive relationship between materialism and conspicuous consumption. Meanwhile, Siahtiri and Lee (2019) demonstrate that materialistic perception is closely related to high brand prominence.…”

Section: Theoretical Framework and Hypothesismentioning

confidence: 99%

The effect of materialism on conspicuous vs inconspicuous luxury consumption: focused on need for uniqueness, self-monitoring and self-construal

Lee¹,

Bae

Koo

2020

APJML

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PurposePrevious research on luxury consumption has focused on conspicuous consumption; however, research on consumers' self-conceptual mechanism in inconspicuous luxury consumption context is scarce. The present study aims to investigate various self-concepts and their mechanisms for inconspicuous and conspicuous luxury consumption.Design/methodology/approachAn experiment with 215 participants from online survey website was conducted, and the hypotheses were tested using PROCESS Macro 3.4.FindingsThe study findings are as follows. Materialistic consumers' preference between inconspicuous and conspicuous luxury products is dependent on distinctive self-conceptual mechanism. More specifically, materialistic consumers with independent self-construal prefer inconspicuous luxury brands because of high need for uniqueness, whereas non-materialistic consumers with interdependent self-construal prefer conspicuous luxury products because of high self-monitoring.Research limitations/implicationsThe present study uniquely shows conditions (moderated mediation) that the link between need for uniqueness (self-monitoring) and luxury consumption is stronger for those with independent (interdependent) self-construal than for those with interdependent (independent) self-construal. The present results extend and help better understanding of mechanisms and conditions of conspicuous and inconspicuous luxury consumption.Practical implicationsMarketers are advised to design and produce unique vs popular luxury brands depending on consumer's motives and different self-concepts.Originality/valueThis research contributes to extant literature by distinguishing between conspicuous and inconspicuous luxury consumption with two different mechanisms (need for uniqueness and self-monitoring). The present study further demonstrates that the two mechanisms are strongly sustained differently depending on consumer's levels of self-construal.

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Section: Theoretical Framework and Hypothesismentioning

confidence: 99%

The effect of materialism on conspicuous vs inconspicuous luxury consumption: focused on need for uniqueness, self-monitoring and self-construal

Lee¹,

Bae

Koo

2020

APJML

View full text Add to dashboard Cite

show abstract

“…Goods purchased through conspicuous consumption are often expensive, fashionable, or scarce. Numerous studies have shown that materialistic goals are associated with a preference for conspicuous consumption (Chacko et al, 2018;Podoshen & Andrzejewski, 2012). One example of a materialistic goal is 'image' (Kasser & Ryan, 1996).…”

Section: Theory Developmentmentioning

confidence: 99%

Flow Experiences in Shopping Activities: Testing Materialistic Goal Orientation as an Antecedent

Isham

Jackson

2023

Psychol Rep

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Given that flow experiences when shopping can encourage positive brand attitudes and purchase behaviours, consumer psychologists are interested in the antecedents to flow within retail environments. Emerging findings suggest that a materialistic goal orientation can undermine an individual’s tendency to have optimal experiences of flow. However, this existing work has been conducted largely within the field of Environmental Psychology and thus focused on flow experiences that occur in more ecologically sustainable activities. We hypothesized that materialism may not have the same flow-limiting effects when participants are engaged in shopping activities, which are more in line with the goals of highly materialistic individuals. Across two studies, we tested the relationship between materialism and the experience of flow during shopping activities using cross-sectional ( N = 886) and experimental ( N = 140) methods. Contrary to our hypothesis, both studies documented a negative effect of materialism on flow experiences when shopping, and this was not moderated by the type of store browsed. Accordingly, it appears that a materialistic goal orientation limits the extent to which people can have enjoyable flow experiences even during activities which are consistent with the life goals of highly materialistic individuals. We discuss the implications of these findings for wellbeing, marketing, and sustainability.

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“…Several studies have examined conspicuous motivation in relation to socio-demographic variables, such as age and gender (e.g., Amatulli, Guido, & Nataraajan, 2015; O’Cass & McEwen, 2004; Roux, Tafani, & Vigneron, 2017), and psychological conditions such as self-concept and tendency to materialism (e.g., Chacko, Prashar, & Ramanathan, 2018; Podoshen & Andrzejewski, 2012; Truong & McColl, 2011). Studies have found that men show a greater tendency than women to consume luxury goods due to conspicuous motivation (Kamineni, 2005; O’cass & McEwen, 2004) and search for social acceptance through product exposure (Tse, Belk, & Zhou, 1989).…”

Section: Introductionmentioning

confidence: 99%

Gender Differences in Millennial Consumers of Latin America Associated with Conspicuous Consumption of New Luxury Goods

Barrera-Verdugo

Ponce

2020

Global Business Review

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Conspicuous consumption has been studied in the millennial generation in the United States and Asia; in Latin America, however, it has scarcely been analysed. The purpose of this study is to examine whether conspicuous motivations in millennial consumers are more prominent in men than in women associated with the consumption of new luxury goods in Latin America. A survey was developed to measure conspicuous motivation, more specifically, bandwagon and snob effects. It was responded by 712 university students located in five different cities in Chile. The findings of the study showed that the bandwagon and snob motivations were higher in men than in women. Men also showed a greater tendency than women to purchase and use new luxury products in social contexts. These results suggest that managers could adjust their marketing strategies to better target millennial consumers of new luxury products.

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Assessing the Relationship Between Materialism and Conspicuous Consumption: Validation in the Indian Context

Cited by 8 publications

References 32 publications

The effect of materialism on conspicuous vs inconspicuous luxury consumption: focused on need for uniqueness, self-monitoring and self-construal

The effect of materialism on conspicuous vs inconspicuous luxury consumption: focused on need for uniqueness, self-monitoring and self-construal

Flow Experiences in Shopping Activities: Testing Materialistic Goal Orientation as an Antecedent

Gender Differences in Millennial Consumers of Latin America Associated with Conspicuous Consumption of New Luxury Goods

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