Excessive Image Concern and Willingness to Incur Personal Cost in the Experience and Perception of Vanity

Webster, J. Matthew; Hoogland, Charles E.; Schurtz, David R.; Smith, Richard H.

doi:10.1080/15298868.2014.892025

Cited by 7 publications

(9 citation statements)

References 36 publications

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“…Their views and concerns for physical appearance and achievement of personal goals may be affected by social comparisons. The excessive concern for one’s appearance and achievements involve stretching to unreasonable levels to maintain a positive public image (Webster et al , 2014). An easy way to achieve this is through the consumption of luxury brands which signals one’s wealth and success to others (Sharda and Bhat, 2018).…”

Section: Discussion and Implications For Researchmentioning

confidence: 99%

Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption

Sharda

Bhat

2019

JPBM

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Purpose There has been substantial research on luxury globally, but there is a dearth of studies empirically investigating the key relationships affecting luxury consumption. The aim of this paper is to consider the role of consumer vanity and brand consciousness and to set their relationships in context of luxury consumption. Design/methodology/approach To measure consumer vanity, brand consciousness, attitude towards luxury brands and purchase intentions, pre-established scale items were adopted. Self-administered questionnaires were distributed through luxury exhibitions and festivals in major cities of India. A sample of n = 342 luxury consumers was analysed using structural equation modelling. Findings The findings support that brand consciousness is mediating the relationship between consumer vanity and luxury consumption. Luxury consumers are primarily driven by achievement vanity. They are likely to evaluate luxury brands based on their price, fame and their ability to portray their professional achievements. They incur unreasonable costs to acquire the expensive, famous and prestigious luxury brands and conspicuously consume them to display their success and accomplishments. Research limitations/implications The study provides an in-depth explanation of how consumer vanity is leading to consumption of luxury brands. The marketers may benefit by focussing on promotion of their brand's symbols and logos than on specific product features. Originality/value This is the first empirical examination understanding the mediating effect of brand consciousness as a mediator between consumer vanity and luxury consumption.

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Section: Discussion and Implications For Researchmentioning

confidence: 99%

Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption

Sharda

Bhat

2019

JPBM

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“…Prema Vebsteru (Webster, 1990) sujeta podrazumeva ispoljavanje preteranog ponosa na sopstveni izgled i dostignuće. Visoko sujetne osobe ispoljavaju znake "uzaludnog ponašanja" koje se ogleda u spremnosti da se preduzme rizik, bilo finansijski ili zdravstveni, kako bi osoba poboljšala javni utisak u društvu (Webster et al, 2014) i na taj način uspešnije promovisala samu sebe (Pham, 2015).…”

Section: Pojam Sujeteunclassified

“…Iako je sujeta uglavnom opisana kao prekomerno ispoljavanje ponosa (Webster, 1990) ili uzaludnih oblika ponašanja (Webster et al, 2014) postavlja se pitanje da li to znači da je sujeta maladaptivni konstrukt?…”

Section: Da LI Je Sujeta Adaptivni Ili Maladaptivni Konstrukt?unclassified

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’’sujeta’’ – Od Konstrukta Do Korelata

Kostić¹

2022

gpsi

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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

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“…Todo esse cuidado demonstra que questões relacionadas à vaidade das pessoas estão alcançando um maior espaço, principalmente no sexo masculino, visto que algumas atitudes de cuidados com o corpo não eram identificadas, e hoje estão em pauta. Webster (2001) acredita que a vaidade difere do orgulho em uma conotação mais ampla de preocupação com a imagem, com comportamento direcionado para melhorar a impressão percebida pelos outros e da avaliação pessoal. O orgulho é considerado pela sociedade como imoral, ao contrário da vaidade, que é associada com aspectos positivos de comportamento.…”

Section: Introductionunclassified

A influência da vaidade no comportamento de compra do consumidor masculino das gerações X e Y

et al. 2018

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O objetivo deste artigo é identificar como a vaidade influencia no comportamento de compra do consumidor masculino das gerações X e Y. Trata-se de uma pesquisa descritiva, utilizando-se do método de levantamento (survey). A amostra foi de 91 homens de um município da região noroeste do estado do Rio Grande do Sul. Como principais resultados, evidencia-se que há tendência dos consumidores masculinos da geração Y comprar e consumir em maior escala que a geração X. Assim, na compra de produtos de beleza, 60,0% dos homens da geração X e 74,7% da geração Y compram produtos de beleza ao menos uma vez ao mês. No que tange a frequência de compra, observou-se que os homens da geração X efetuam compras em intervalos de tempo mais prolongados em relação aos homens da geração Y e, neste mesmo sentido, os homens da geração Y consomem mais produtos de beleza e cuidados com a estética, tais como depilação, manicure, cirurgias plásticas, do que os homens da geração X.

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Excessive Image Concern and Willingness to Incur Personal Cost in the Experience and Perception of Vanity

Cited by 7 publications

References 36 publications

Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption

Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption

’’sujeta’’ – Od Konstrukta Do Korelata

A influência da vaidade no comportamento de compra do consumidor masculino das gerações X e Y

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