The impact of age stereotype threats on older consumers' intention to buy masstige brand products

Abstract

This study explores the relationship between old‐age stereotyping and older consumers' masstige product consumption, specifically, their intention to purchase masstige brand products, with a focus on their motivational drives from an identity‐signaling perspective. We surveyed 533 people aged 54 to 64 years in South Korea. Structural equation modeling was used to analyse the mediating effect, and hierarchical regression analysis was applied to test the moderating effect. Our results indicated that among older consumers in South Korea who felt threatened by old‐age stereotypes, intention to purchase masstige brands was high. Their dissociative motivation, that is, their motivation to dissociate from their age group, and the symbolic value of masstige brands as signifiers of a youthful, desirable identity were found to mediate both the threat of old‐age stereotyping and intention to purchase masstige brands. Furthermore, we found that interdependent older consumers were more sensitive to old‐age stereotyping and had a stronger motivation to dissociate from the “old‐age” group. The findings offer insights into masstige brand consumption by older South Korean consumers that may be useful for both academics and marketers.

Masstige as a mediator of the relationship between a typical user's image and brand preference

“…Empirical research on consumption behaviour has shown that brand value positively influences consumers' purchase intention (Buil et al, 2013; Walter et al, 2022). Bae and Jo (2022) proved that if a brand has an image characterized by old‐age stereotyping, the value of masstige mediates the relationship between these characteristics and intention to purchase masstige brands. The linear relationship between overall brand value and purchase intention has been investigated in the context of masstige brands (Park et al, 2022).…”

Masstige buyers: Profile, perceived luxury values and purchase intentions

“…The existing literature offers diverging insights into the value of self-identification within masstige consumption. While some studies suggest that masstige consumers might display a relatively lower interest in self-expression and shaping their self-image through consumption choices (Hudders et al, 2013;Kola nska-Stronka & Krasa, 2023), Bae and Jo (2022) document a notable impact of a desirable identity on masstige purchase intentions, citing a distinct motivation to dissociate from an "old-age" group as a significant motivation for masstige buying, particularly in South Korea. Also, Das, Saha, Jebarajakirthy, et al (2022c) illustrate the role of cultural identity on individuals' perception of masstige brands.…”

Masstige marketing: Addressing short‐term and long‐term happiness

“…Long-term happiness is an important construct for discussion within the masstige context, as consumers can build long-term relationships with masstige brands (Nobre et al, 2022). The intention to purchase is another important construct to investigate to better understand the consumption of masstige products (Bae & Jo, 2022).…”

“…Therefore, it is important to investigate happiness within the masstige context, as it concerns social display and recognition (Purohit & Radia, 2022). However, whether short‐term happiness leads to the intention to purchase a masstige product has not been the focus of previous studies on both happiness (Mansoor & Paul, 2022; Rodrigues et al, 2022) and the intention to purchase (Bae & Jo, 2022).…”

“…Long‐term happiness is an important construct for discussion within the masstige context, as consumers can build long‐term relationships with masstige brands (Nobre et al, 2022). The intention to purchase is another important construct to investigate to better understand the consumption of masstige products (Bae & Jo, 2022). However, the relationship between long‐term happiness and intention to purchase has not been the focus of previous studies (Mogilner et al, 2012) within the context of masstige (Kumar et al, 2021).…”