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Article
Publication date: 29 January 2021

Avinash Kumar and Rajeev Kumra

The purpose of this paper is to empirically examine the effect of television viewing duration of a household on its annual category-level conspicuous consumption and also…

Abstract

Purpose

The purpose of this paper is to empirically examine the effect of television viewing duration of a household on its annual category-level conspicuous consumption and also the enhanced level of this relationship for the bottom of the pyramid (BoP) households.

Design/methodology/approach

Hypotheses formulation was guided by cultivation theory and the concept of compensatory consumption. The hypotheses were later examined by using ordinary least square (OLS) regression on the data from the large nationally representative India Human Development Survey, 2011 (IHDS-II) database.

Findings

Television viewing duration of the household exerts a positive effect on its annual category-level conspicuous consumption expenditure. The nature of this relationship is enhanced for the BoP households. The annual category-level conspicuous consumption for the BoP households increases by close to four percent for every hour increase in their television viewing duration while such increase for other households is close to one and a half percent only.

Research limitations/implications

Findings can be further strengthened by using time-lagged dependent variable taken at monthly intervals, as well as survey data linking household television viewing duration with desirability of conspicuous goods.

Practical implications

Managers can rely on television for reaching BoP consumers while being cognizant of the negative effects of promoting conspicuous consumption among them. They need to adopt a responsible marketing approach. Besides regulating television, policymakers need to work toward increased provisioning of educational and financial services for BoP households. They can leverage television for promoting beneficial behavior in BoP households.

Originality/value

The study empirically establishes the external validity of cultivation theory at the household level in an emerging economy by using a large nationally representative database. It also establishes the higher vulnerability of BoP households to increase category-level conspicuous consumption in response to television viewing. To the best of the authors’ knowledge, this is the first study to empirically examine the effect of television viewing duration of household on its annual category level conspicuous consumption.

Details

Journal of Consumer Marketing, vol. 38 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 31 July 2020

Minyoung Lee, Joonheui Bae and Dong-Mo Koo

Previous research on luxury consumption has focused on conspicuous consumption; however, research on consumers' self-conceptual mechanism in inconspicuous luxury…

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1220

Abstract

Purpose

Previous 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/approach

An experiment with 215 participants from online survey website was conducted, and the hypotheses were tested using PROCESS Macro 3.4.

Findings

The 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/implications

The 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 implications

Marketers are advised to design and produce unique vs popular luxury brands depending on consumer's motives and different self-concepts.

Originality/value

This 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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 3
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 9 May 2016

Abbie Lewis and Miguel Moital

The purpose of this paper is to examine the relationship between conspicuous consumption and public self-consciousness, materialism and domain-specific self-esteem…

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3486

Abstract

Purpose

The purpose of this paper is to examine the relationship between conspicuous consumption and public self-consciousness, materialism and domain-specific self-esteem, demographics and shopping behaviour.

Design/methodology/approach

Focusing on clothing, public self-consciousness, materialism and domain-specific self-esteem are examined in relation to two characteristics of clothing: expensive and fashionable. Using a sample of 261 UK young professionals, the paper compares the five factors across three levels of clothing conspicuous consumption (low, medium and high).

Findings

Findings indicate that while the five factors were associated to different levels of conspicuous consumption, the relationship was not always evident. Expensive clothing was more related to conspicuousness than fashionable clothing and differences between low- and medium/high-conspicuousness individuals appear to be larger than the difference between medium and high-conspicuousness groups.

Practical implications

Price appears to be a more powerful influence on conspicuous consumption than the fashionable element and therefore a strategy focused on expensive prices is essential in attracting conspicuous consumers.

Originality/value

The study provides an insight into conspicuous consumption in the context of clothing and its relationship with public self-consciousness, materialism and self-esteem as they relate to the expensive and fashionable dimensions.

Details

Journal of Fashion Marketing and Management, vol. 20 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 25 November 2019

Jie Li, Shuojia Guo, Jonathan Z. Zhang and Liben Sun

The purpose of this paper is to investigate the effect of conspicuous consumption on brand attitudes in the context of luxury brands market in China.

Abstract

Purpose

The purpose of this paper is to investigate the effect of conspicuous consumption on brand attitudes in the context of luxury brands market in China.

Design/methodology/approach

Two studies are conducted to test three hypotheses. In Study 1, the authors examine the mediating effect of self-brand association (SBA) on the relationship between social class and conspicuous consumption (H1 and H2); In Study 2, the authors examine the effect of observing others’ conspicuous consumption on the observer’s SBA (H3).

Findings

Results show that SBA negatively mediates the relationship between social class and conspicuous consumption. Moreover, the negative effect on SBA of observing conspicuous brand usage varies by social class.

Research limitations/implications

The current study focused on the principal linkage between social class, SBA and conspicuousness, and future research could examine the influence of different personality traits on luxury consumption or the existence of sub-types or variants of conspicuous brand users.

Originality/value

The present study has important implications for luxury brand management, and provides rich insights to consumers’ motivations that lead to distinctive luxury consumption behaviors.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 6
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 29 February 2008

Paurav Shukla

This paper sets out to address the issue of conspicuous consumption among middle age consumers (40‐60), focusing on the psychological and brand antecedents, using the…

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10383

Abstract

Purpose

This paper sets out to address the issue of conspicuous consumption among middle age consumers (40‐60), focusing on the psychological and brand antecedents, using the context of automobile buying behaviour. Existing literature does not clearly conceptualise psychological and brand antecedent and their effect on conspicuous consumption due to usage of inconsistent measurement techniques and being largely targeted at the youth segment.

Design/methodology/approach

Two scales of measurement (psychological antecedent scale, brand antecedent scale) were employed to measure the impact. The study involved a quantitative research methodology employing a structured questionnaire and quota sampling with a total sample of 302 within the region of the South‐East of the UK.

Findings

The findings suggest that psychological and brand antecedents are of crucial importance among middle‐aged consumers in influencing their conspicuous consumption.

Practical implications

Using the examples of present communication strategies adopted by conspicuous product marketers, the paper argues how they are missing an opportunity and provides them with a novel way to market their brands, focusing on how consumers associate themselves with these brands.

Originality/value

The paper is the first of its kind to explicitly investigate the impact of brand and psychological antecedents among middle‐aged consumers – one of the most significant segments for conspicuous marketers, yet so far understudied.

Details

Journal of Product & Brand Management, vol. 17 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 28 May 2020

Wei Liu, Zhaoyang Guo and Rui Chen

This study aims to examine how loneliness, romantic relationship status (single/non-single) and romantic attachment factors (sociosexual orientation index (SOI)…

Abstract

Purpose

This study aims to examine how loneliness, romantic relationship status (single/non-single) and romantic attachment factors (sociosexual orientation index (SOI), satisfaction with current relationship) interactively affect conspicuous consumption.

Design/methodology/approach

Five quasi-experimental studies were conducted with different measures of conspicuous consumption across a variety of samples (N = 1189).

Findings

Study 1 shows that loneliness increased singles’ but not non-singles’ conspicuous consumption. Study 2A further shows the mediating role of the mating motive amongst singles. Study 2B compared conspicuous and inconspicuous consumption and showed no interaction effect between loneliness and romantic relationship status in the domain of inconspicuous consumption. Studies 3 and 4 tested whether the effects of loneliness on non-singles’ conspicuous consumption were moderated by SOI and satisfaction with current relationship, respectively. Specifically, lonely non-singles with high SOI or low satisfaction with current relationship sought conspicuous consumption, but those with low SOI or high satisfaction with the current relationship avoided conspicuous consumption.

Research limitations/implications

This study did not specifically consider different roots of loneliness (lack of romantic love, friendship or family attachment) between singles and non-singles, which future research should explore.

Practical implications

The findings have implications for both marketers and policymakers regarding marketing campaigns for conspicuous products, support programmes satisfying the specific social attachment needs of different lonely people, etc.

Originality/value

This study identifies a specific social attachment desire of the lonely, namely, romantic motive, by which loneliness influences singles’ and non-singles’ conspicuous consumption in different ways. The findings suggest the value of distinguishing types of loneliness.

Details

European Journal of Marketing, vol. 54 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 17 November 2020

Regina Burnasheva and Yong Gu Suh

Driven by social comparison and self-congruity theories, this paper's aim was to investigate the associations with Korean millennials' usage of social media, self-image…

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1496

Abstract

Purpose

Driven by social comparison and self-congruity theories, this paper's aim was to investigate the associations with Korean millennials' usage of social media, self-image congruity and conspicuous online consumption. The mediating influence of self-image congruity and the moderating effect of self-esteem were also examined.

Design/methodology/approach

These data were gathered through an online research portal from 302 Korean millennials. Structural equation modeling (SEM) analyses and moderated mediation analysis using Hayes PROCESS macro were applied to test proposed hypotheses.

Findings

The result of the structural equation analyses showed strong, positive associations between social media usage, self-image congruity and conspicuous online consumption, while self-image congruity also acted as a mediator between Korean millennials' usage of social media and conspicuous online consumption. Moreover, in moderated mediation analysis, the pathway between self-image congruity and conspicuous online consumption was stronger for millennials with higher self-esteem.

Originality/value

Millennials' social media usage and conspicuous consumption are widely acknowledged in consumer research. However, little is known about how millennials' social media usage could influence their conspicuous online consumption through mediating and moderating mechanisms such as self-image congruity and self-esteem. This research extends previous studies by analyzing these mechanisms.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 12 June 2019

Shaofeng Yuan and Yuhuang Zheng

Drawing on an evolutionary perspective, prior studies have revealed that conspicuous consumption by men has signaling functions (i.e. signaling the consumer’s positive…

Abstract

Purpose

Drawing on an evolutionary perspective, prior studies have revealed that conspicuous consumption by men has signaling functions (i.e. signaling the consumer’s positive mate qualities such as status and ability to acquire resources) for mate attraction. However, it is unclear whether conspicuous consumption of luxury products by women has a function in mate attraction. The purpose of this paper is to investigate the effect of mate attraction goal on women’s interest in conspicuous consumption and the possible mediating effect of the attractiveness enhancement need in this effect.

Design/methodology/approach

A survey and two experimental studies were conducted in which 354 Chinese female undergraduates participated. In the survey, the respondents’ desire to have a romantic partner was measured; in the two experiments, the participants’ mate attraction goals were primed. The authors followed the literature to measure dependent variables (i.e. consumption measures), but the specific consumption items were adapted to meet the purpose of the current research. The authors analyzed the data from the three studies through analysis of variance, regression analysis and bootstrapping.

Findings

Young women with a strong (vs weak) desire for a romantic partner reported a high level of attractiveness enhancement needs, thereby indicating a higher willingness to pay (WTP ) for conspicuous items that can enhance their attractiveness (Studies 1 and 3). Furthermore, activating young women’s mate attraction goal can also increase their WTP for conspicuous items (Studies 2 and 3) and attractiveness enhancement items (Study 3) but not inconspicuous luxury product (e.g. underclothes) (Study 3). These findings suggested that young women consider conspicuous consumption of certain products as a means of enhancing attractiveness to acquire a desired mate.

Originality/value

This research identifies a novel function of conspicuous consumption: young women, especially those who do not have a romantic partner, may use conspicuous consumption of certain products to satisfy their attractiveness enhancement needs and, ultimately, to attract an ideal mate.

Details

Journal of Contemporary Marketing Science, vol. 2 no. 1
Type: Research Article
ISSN: 2516-7480

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Article
Publication date: 19 August 2019

Hadeer Hammad, Viola Muster, Noha M. El-Bassiouny and Martina Schaefer

Conspicuous consumption and sustainable consumption are commonly understood as being in contradiction with each other. Yet, scholars have recently become increasingly…

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1241

Abstract

Purpose

Conspicuous consumption and sustainable consumption are commonly understood as being in contradiction with each other. Yet, scholars have recently become increasingly interested in examining positive relationships between these forms of consumption. The purpose of this paper is to conceptualize the synergies and contradictions between sustainable and luxury consumption and proposing whether and how conspicuous motives can foster a shift towards sustainable consumption in newly industrialized countries in general and Egypt in particular.

Design/methodology/approach

This paper is a conceptual note, intended as a starting point and acting as an eye-opener regarding the values inherent in both conspicuous and sustainable consumption and the potential influence that conspicuous motivations could have on the latter.

Findings

The paper discusses the possibilities for and limitations of conspicuous motives to foster sustainable consumption in newly industrialized countries in the Middle East. The adoption of westernized lifestyles, spreading in Middle Eastern countries, can represent a venue for motivating sustainable consumption behaviours as a means of status distinction. On the other hand, the trickle-down effect and the preconditions of visibility and exclusiveness pose risks on promoting sustainable consumption by addressing conspicuous motives.

Practical implications

The paper suggests that the synergistic interplay between conspicuous and sustainable consumption, as well as barriers and motivations underpinning both constructs, needs to be empirically researched, while factoring in the cultural specifics of the countries under study, as cultural nuances can influence the dynamics of interaction between conspicuous and sustainable behaviours.

Originality/value

Given the salience of the relationship between luxury and sustainable consumption and the focus of most studies on early-industrialized countries, insights regarding the possible influences of conspicuous motives on sustainable consumption in newly industrialized countries are warranted. With the scarcity of research examining the ambiguous relationship between conspicuous and sustainable consumption in newly industrialized countries, this paper contributes by providing insights about the conditions that can help conspicuous motives promote sustainable consumption in newly industrialized countries.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 25 March 2021

Ali Ramazani and Mahdi Kermani

Due to economic growth and increasing the population of Islamic societies in the world, marketing studies have become more essential in these societies. This paper aims to…

Abstract

Purpose

Due to economic growth and increasing the population of Islamic societies in the world, marketing studies have become more essential in these societies. This paper aims to study the relationship between Islamic religiosity and conspicuous consumption in Mashhad, the second-most populous city in the Islamic Republic of Iran, as a case of Islamic societies in the Middle East.

Design/methodology/approach

The data were collected by a survey of 534 respondents in Mashhad and stratified random sampling was applied.

Findings

Unlike the majority of former investigations, the results showed that there is a positive relationship between Islamic religious commitment and conspicuous consumption. Furthermore, gender, social media and income are important factors in explaining the extent of conspicuous consumption.

Practical implications

Luxury companies can use the results of this research to invest in Islamic countries where there is a great demand for luxury items. Additionally, it is recommended for these companies to use the potential opportunity of social media which is extremely popular in Muslim countries to advertise their products to a large population at a low price.

Originality/value

The results of this study can challenge the conventional understanding of the relationship between Islamic religiosity and conspicuous consumption. According to the results of this paper, in the Middle East Islamic rich countries, it seems that Muslims have a positive attitude toward conspicuous consumption, although Islam disapproves consuming excessively by the notion of Israf.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

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