Reminders of the sun affect men's preferences for luxury products

Hazzouri, Mohammed El; Main, Kelley; Shabgard, Donya

doi:10.1016/j.jbusres.2019.04.049

Cited by 9 publications

(6 citation statements)

References 54 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…After completing the first task, the participants were informed that the second task was to investigate consumers' preferences for wireless headphones. In this task, visibility of consumption was manipulated in terms of product usage, which was intended for either public use (at work) or private use (at home) (Chao and Schor, 1998;El Hazzouri et al, 2019;Koschate-Fischer et al, 2012). In the public consumption condition, the participants were asked to imagine that they were now shopping for a wireless headphone to use in an office setting where there are many colleagues.…”

Section: Methodsmentioning

confidence: 99%

See 1 more Smart Citation

You have got items to show off your pride: the effects of pride on preference for attention-grabbing products

Ahn

Kim

2021

EJM

View full text Add to dashboard Cite

Purpose This study examines the impact of incidental pride on consumer preference for attention-grabbing products. This effect is mediated by the desire to gain attention. This study also shows that the effect of incidental pride is qualified by visibility of consumption. Design/methodology/approach Using two studies with between-subjects designs, this research examines the difference in preferences for attention-grabbing products between hubristic and authentic pride. Findings Individuals who experience hubristic pride (vs authentic pride) show greater preference for attention-grabbing products and have a strong desire to gain attention from others. However, when consumption is perceived as private (vs public), preferences for attention-grabbing products weaken for those who experience hubristic pride. Research limitations/implications This research studies the effect of incidental pride on consumer preference. By examining dispositional pride effects, future research may expand these findings, which enrich the literature on emotion. Future research can identify the potential mechanism for the relationship between authentic pride and preference for attention-grabbing products in the context of private consumption. Practical implications Marketers and salespersons can guide and recommend products with attention-grabbing features to customers celebrating a friend’s success in recognition of their innate ability. Second, marketers may encourage consumers to buy attention-grabbing products with targeted advertising or emotion-eliciting advertising (i.e., evoke a certain type of pride). Originality/value While prior studies focused on basic emotions, this research has investigated self-conscious emotions that are central to consumer behavior. This research contributes to the understanding of self-conscious emotions that affect consumers’ behavioral responses in unrelated situations. Investigating the two facets of pride, the findings show the impact of pride on the preference for attention-grabbing products and reveals that visibility of consumption moderates the effect of pride.

show abstract

Section: Methodsmentioning

confidence: 99%

“…bedrooms). For instance, people prefer luxurious prescription glasses when they can afford to purchase products that will be used publicly at work rather than at home (El Hazzouri et al, 2019). Further, consumers appear to express their status or manage their reputation with the product they consume in a public context.…”

Section: Visibility Of Consumptionmentioning

confidence: 99%

You have got items to show off your pride: the effects of pride on preference for attention-grabbing products

Ahn

Kim

2021

EJM

View full text Add to dashboard Cite

show abstract

“…There are two potential reasons for this difference. First, reminders of the sun can increase men's sexual motivation (El Hazzouri, Main, & Shabgard, 2020). Given that sunny weather is more common in Brazil than in Canada, the weather may have led to higher levels of sexual motivation among men in Brazil, which in turn may have resulted in higher levels of intrasexual competition.…”

Section: Future Researchmentioning

confidence: 99%

Consumption on steroids: The effect of testosterone on preferences for conspicuous consumption and the moderating role of intrasexual competition

Nepomuceno

Stenstrom

2021

Behavioral Decision Making

View full text Add to dashboard Cite

In line with recent research suggesting that testosterone may only be related to decisions under specific conditions, we show that testosterone is associated with conspicuous consumption only when intrasexual competition is high. In three studies, we provide empirical evidence that prenatal and circulating testosterone are only related to conspicuous consumption when intrasexual competition is high. These findings are in line with recent literature that posits that testosterone is only related to particular decisions or behavior when status is at stake. In Study 1, we find that masculinized digit ratios (an indicator of high prenatal testosterone exposure) are only related to greater conspicuous consumption preferences for men that score high on an intrasexual competitiveness trait measure. In Study 2, we find that masculinized digit ratios are associated with greater conspicuous consumption preferences, but only among men who are primed with an intrasexual competition recall task.Finally, the purpose of Study 3 was to test if similar effects held when measuring circulating testosterone. We show that baseline levels of circulating testosterone are associated with greater conspicuous consumption preferences, but only after men are primed with intrasexual competition. Overall, we identify intrasexual competition as a crucial precondition for relationships between testosterone (prenatal and circulating) and conspicuous consumption to emerge. We argue that men with masculinized digit ratios and men with high circulating testosterone may be more likely to choose conspicuous products as a status-signaling strategy in the mating market if they are inherently intrasexually competitive or when they encounter an intrasexually competitive situation.

show abstract

“…Gender is a key factor that has been widely explored in the literature on luxury consumption. Based on evolutionary theory, previous research found that women generally engage more in luxury consumption than men do because of women's affect-related traits and roles, such as caregiving and emotional (Roux et al , 2017; Stokburger-Sauer and Teichmann, 2013), whereas men consume more luxury goods when their mating goal is activated (Bradshaw et al , 2019; El Hazzouri et al , 2019; Janssens et al , 2011). These findings revealed fundamental psychological differences in luxury consumption between women and men.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Previous research mainly examined the gender effect in luxury consumption within the framework of evolutionary theory (e.g. El Hazzouri et al , 2019; Janssens et al , 2011; Stokburger-Sauer and Teichmann, 2013) but neglected gender roles in the family as an important factor shaping the family's economic relations (Hu and Scott, 2016) and personal aspirations (Lan et al , 2009). Our results reveal the Chinese male's duty to enhance family face through luxury consumption, contributing to a broader understanding of gender's role in shaping consumption.…”

Section: Contribution and Implicationsmentioning

confidence: 99%

“Income vs. education” revisited – the roles of “family face” and gender in Chinese consumers' luxury consumption

2020

APJML

View full text Add to dashboard Cite

PurposeThe transgenerational influence of inherited family capital on consumers' luxury consumption has been studied recently in the mature luxury market. However, little research explores this topic in the emerging luxury market. In China's Confucian culture, “family face” as part of “family inheritance” has been conceptualized as a factor driving luxury consumption. However, this hypothesis has not been empirically tested. The current research, therefore, seeks to examine the impact of economic and cultural capital on Chinese consumers' luxury consumption within the family inheritance context and the roles that face concern and gender play to reveal the particularities of a specific emerging luxury market.Design/methodology/approachA sample of 324 Chinese consumers was recruited in Shanghai. With the full sample, the author first assessed the effects of economic and educational capital (both personal and family sources) and face concern on luxury consumption using regression analyses. Next, the author conducted the regression analyses again by gender.FindingsUnlike trends in the mature luxury market, Chinese consumers' educational levels do not drive their luxury consumption, and the transgenerational influence of economic and cultural capital functions as a negative factor. Influenced by the patrilineal tradition, higher levels of luxury consumption to compensate for parents' lower income and educational levels and to enhance family face are found only in the male consumer group, but not in the female group.Originality/valueThis research contributes to expanding the current understanding of emerging luxury markets and how the Confucian tradition influences Chinese consumers' luxury consumption through gender role norms.

show abstract

Reminders of the sun affect men's preferences for luxury products

Cited by 9 publications

References 54 publications

You have got items to show off your pride: the effects of pride on preference for attention-grabbing products

You have got items to show off your pride: the effects of pride on preference for attention-grabbing products

Consumption on steroids: The effect of testosterone on preferences for conspicuous consumption and the moderating role of intrasexual competition

“Income vs. education” revisited – the roles of “family face” and gender in Chinese consumers' luxury consumption

Contact Info

Product

Resources

About