Conspicuous consumption orientation: Conceptualisation, scale development and validation

Chaudhuri, Himadri Roy; Mazumdar, Sitanath; Ghoshal, Arup

doi:10.1002/cb.364

Cited by 143 publications

(127 citation statements)

References 51 publications

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“…Participants responded to each statement of the scales ranging from 1 (strongly disagree) to 7 (strongly agree). Then participants were instructed to report their conspicuous consumption orientation via the scale developed by Chaudhuri, Mazumdar and Ghoshal (; α = 0.86, M = 5.09, SD = 0.99) which consists of eleven items, such as “I buy some products because I want to show others that I am wealthy,” “It says something to people around me when I buy a high priced brand,” “I buy some products because I want to show others that I am wealthy” and “Given a chance, I would hang a Hussain painting in drawing my room” and no items are reverse‐scored.…”

Section: Methodsmentioning

confidence: 99%

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Awe, spirituality and conspicuous consumer behavior

Yang

Jing

et al. 2018

Int J Consumer Studies

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Awe represents a self‐transcendent, sacred experience that is closely related to spirituality. In this study, we suggest that spirituality buffers the effect of awe on materialistic consumption. Across three studies (N = 896), we test the hypothesis that awe can prompt participants’ spirituality, which in turn decreases the inclination of conspicuous consumption. In a survey, dispositional awe is found to be negatively related to the inclination of conspicuous consumption (Study 1). In follow‐up experiments, the induction of awe (relative to other control states) decreases conspicuous consumption behavior (Studies 2 and 3). In addition, a mediation analysis demonstrates that the impacts of awe on conspicuous consumption behavior are explained partly by spirituality. These findings indicate that awe may impede an individual’s materialistic need by enhancing self‐transcendent value.

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Section: Methodsmentioning

confidence: 99%

“…We measured dispositions to experience other positive emotions in order to identify the effect of awe on the inclination of conspicuous consumption (Piff et al, ). Then, participants reported their inclination of conspicuous consumption (Chaudhuri, Mazumdar, & Ghoshal, ).…”

Section: Studymentioning

confidence: 99%

Awe, spirituality and conspicuous consumer behavior

Yang

Jing

et al. 2018

Int J Consumer Studies

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“…Conspicuous consumption has been found to be influenced by individualism, social visibility, and need for uniqueness (Chaudhuri, Mazumdar, & Ghoshal, ; Giovannini et al., ; Kastanakis & Balabanis, ). This research suggests that individualists may be more concerned with self‐enhancement to demonstrate their uniqueness (snob effect), while collectivists may be more concerned with fitting in with others (bandwagon effect).…”

Section: Literature Reviewmentioning

confidence: 99%

Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults

Eastman

Iyer

Shepherd

et al. 2018

Psychology and Marketing

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A three‐study examination of young adults suggests that their motivation for status in terms of their luxury fashion purchase intentions is impacted by a bandwagon effect. In Study 1, qualitative research informs what fashion items represent status to young adults, how they view these items, and how they view others owning these items. In Study 2, survey research establishes the link between the motivation for status (status consumption) and purchase intention/ownership of these fashion items. In Study 3, a national survey of young adults examines what mediates and moderates the motivation for status to lead to luxury fashion purchase intentions. Results from the three studies indicate that status consumption has a positive impact on purchase intention of luxury fashion. This research also finds that cultural variables have an impact (mediate) the relationship between status consumption and purchase intention. Specifically, collectivism, uncertainty avoidance, power distance, and masculinity mediate the relationship between status consumption and purchase intention. Finally, the moderating impact of the bandwagon effect has a significant effect on the relationship between status consumption and fashion purchase intention for the cultural variables of uncertainty avoidance, long‐term orientation, and power distance. Implications for marketers are provided based on the findings.

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“…For Study 2, we recruited 102 participants (40 females, M age = 31.76; SD age = 9.89) from the same population as that used for the pretest (i.e., Amazon Mechanical Turk). Participants first rated their conspicuous consumption orientation through 11 items (e.g., “It says something to people around me when I buy a high priced brand,” “I buy some products because I want to show others that I am wealthy”) measured through seven‐point Likert scales (1 = strongly disagree, 7 = strongly agree) drawn from Chaudhuri et al (). Afterward, participants were randomly assigned to one of two experimental scenarios—namely, the description of the wallet using either a hedonic or utilitarian message appeal.…”

Section: Study 2: the Moderating Of Role Of Conspicuous Consumption Omentioning

confidence: 99%

An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication

Amatulli

Angelis

Donato

2019

Psychology and Marketing

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This research studies the role of hedonic versus utilitarian message appeals in luxury goods communication, investigating how using one or the other type of message appeal affects product perceived luxuriousness and, in turn, product attitude, and consumers' willingness to buy. This research presents three experiments in which message appeal and brand prominence have been manipulated, while perception of luxuriousness, attitude toward luxury products, willingness to buy them and consumers' conspicuous consumption orientation have been measured. Hedonic, compared with utilitarian, message appeals increase perceived luxuriousness, thereby increasing product attitude and consumers' willingness to buy the product promoted. This effect is particularly likely to occur for consumers with lower levels of conspicuous consumption orientation and for products carrying lowly prominent logos. We extend the literature on luxury communication by studying the effect of hedonic versus utilitarian message appeals on consumers' responses, and the literature on hedonism versus utilitarianism by studying this dichotomy in the context of luxury goods communication. This research suggests that different message appeals used in luxury goods communication produce different effects on consumers' responses and that this differential effectiveness is particularly likely to manifest for certain types of consumers and certain types of luxury products.

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Conspicuous consumption orientation: Conceptualisation, scale development and validation

Cited by 143 publications

References 51 publications

Awe, spirituality and conspicuous consumer behavior

Awe, spirituality and conspicuous consumer behavior

Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults

An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication

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