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The purpose of this paper is to attempt to investigate farmer’s positional concerns in rural China, and how the positional concerns correlate with household expenditures on visible goods.

The authors conduct a survey-based experiment to measure farmers’ positional concerns, and employ econometric models to examine the determinants of the degree of positional concern and how the positional concern affects household expenditures on visible goods.

The authors find that Chinese farmers have strong positional concerns for income, and high-income households are more concerned with relative position. Furthermore, there is a significant difference between males and females with respect to correlation between degree of positionality and household expenditures on visible goods. For females, there is a positive correlation between degree of positionality and household expenditures on clothes, restaurants, and mobile phones, respectively. For males, there is a positive correlation between degree of positionality and household expenditures on mobile phones.

The government policy thus should pay attention to the positional goods, and the relevant consumption tax by increasing the prices of visible goods could be considered or suggested in the future even in the rural areas.

This paper provides complementary evidence on Chinese farmers’ positional concerns, and how the degree of positional concern relates to household expenditures on visible goods.

The purpose of this paper is to study how positional concerns influence a parent’s time investment decisions of her/his child.

The author presents a theoretical and empirical analysis of household positional and non-positional time investment choices in the education of her/his child.

The author shows that a parent who is mindful of her/his relative position in the income distribution will use her/his time investment choices to influence her/his perceived status. The theoretical model predicts that visible time investment increases as members of her/his reference group move up in rank. The author shows that moving down in rank lowers utility. The author employs National Education Longitudinal Studies (1988) data set to test the model prediction and shows that visible time invested in child’s education is explained by place on the income distribution.

The author extends the positional literature to account for parent time investment in her/his child’s education. The work suggests that time investment in one’s child’s education is based on more than altruistic preferences and resources. It leaves open the possibility that perceived social standing influences a household’s time investment in their child’s education. From a policy perspective, the findings provide a new way to think about drivers of parental involvement.

The purpose of this paper is to study which factors affect consumer expenditure and how, when positional concerns matter. It also investigates how consumers finance and reallocate their expenditure, and modify their consumer baskets when members of their reference groups spend more on positional goods, and they do not want to lag behind.

A literature review is presented, and then a new model is developed from a behavioural economic perspective. It describes how consumers with various risk attitudes reallocate their consumer expenditure and modify their consumer baskets when consumption externalities influence their relative consumption due to a positional game, but they want to “keep up with the Joneses”.

Consumers with different risk attitudes finance and reallocate their consumption expenditures variously to sustain their relative positions. Risk-neutral, slightly and intermediately risk-seeking consumers achieve a lower utility level than others. They do not realise a utility-maximising consumer basket, as it includes a relatively low number of nonpositional goods, but this choice can be considered the best response in a positional game in order to sustain their relative position.

The relationship between positional and nonpositional goods is explicitly described. The model assumes that consumers can be classified based on their risk attitudes when positional concerns matter. It also describes how consumers with various risk attitudes reallocate their consumer expenditure when they want to sustain or improve their relative consumption in a positional game.

General economic theories of consumer demand work well in describing market behaviour with respect to most purchases and the explanation of consumer choice between competing commodities is clearly acceptable for the great majority of scarce goods. However, these theories do not easily accommodate the many non‐economic factors associated with preference formation and with the shaping of consumer attitudes and values. They also pay little or no attention to the dynamic process of choice, purchasing and consumption; in effect, they treat purchasing, consumption and satisfaction as synonyms.

Since South Korea has widened its market doors to global trade, demand has been continuously on the rise for foreign luxury brands, especially from young South Korean consumers. This study aims to identify the determinants of young South Korean consumers' purchasing intentions toward foreign luxury fashion brands and their relative importance.

The data used in this study were gathered by surveying university students in Seoul, South Korea using convenience sampling, and 319 questionnaires were used in the statistical analysis. In analyzing data, factor analysis, correlation, and regression were conducted.

The results showed that all determinants, except for vanity, were significantly related to the purchasing of foreign luxury fashion brands. Regarding their relative importance, purchasing frequency was the most influential factor followed by conformity, age, consumer ethnocentrism, social recognition, and pocket money, in that order.

For the luxury brand marketers, practical implications of why young South Korean consumers have increasing demands for foreign luxury brands, the potential market growth, consumer profiles, and marketing strategies were discussed.

This paper aims to investigate the paradox of whether prestigious goods help or inhibit a consumer’s social affinity. The goal of this research is to explore whether pursuit of prestigious goods increases consumers’ social affinity or decreases their social affinity, and, more importantly, to understand the mechanisms that drive this process.

Three laboratory experimental studies and a social network study are conducted to show that consumers hold inconsistent beliefs about the social implication of prestigious goods.

In Study 1, the authors showed that prestigious goods evoked stronger social affinity for the self than for the other. In Study 2, the authors showed that people evaluated themselves high in social affinity when they brought a prestigious wine to a party compared to when they brought a cheaper, generic wine, but evaluated others low in social affinity when they brought the same prestigious wine. In Study 3, the authors showed the mediating effects of social image and boastfulness on social affinity. Study 4 utilizes social network study to further validate previous findings in a field setting.

For high-end retailers, the authors suggest framing their promotional messages to explicitly highlight how owning prestigious goods will benefit them (i.e. social image). It is important that these retail managers (and salespeople alike) make it more salient on how their prestigious goods socially benefit the consumer (the self). Thus, it is important to get consumers to think about how a prestigious item looks on them and not on others. However, marketers must be prudent when constructing these messages, as the link between prestigious consumption and network development is merely perceptual.

The findings demonstrate that consuming prestigious goods increases social affinity via positive social image for the self. When evaluating others, the authors demonstrate that consuming prestigious goods decreases social affinity via boastfulness. In sum, owning prestigious items may seem beneficial socially to the self, but people have negative perceptions (boastfulness) of those who own the same prestigious goods. Hence, there seems to be a discrepancy in how the authors evaluate themselves versus how they evaluate others with the same prestigious goods.

The fact that many international companies remain strongly orientated towards their home region has been highlighted in the work of several international business scholars. This work has given rise to the concept of “the liability of inter‐regional foreignness”. This paper aims to argue that the data that have so far been exploited in this debate are too aggregated and that more attention needs to be paid to differences between different types of companies if we are to better understand the reasons for this liability of inter‐regional foreignness and how companies can overcome it.

This paper uses trade data to explore levels of global and regional orientation in international exchanges of goods. It disaggregates the trade data by type of product (final goods or inputs to production), level of technology (high, medium and low tech) and direction of flow (imports and exports).

The paper finds striking differences between regions, types of products and trade direction. The trade data do not show an overwhelming home region bias in exchanges, but neither are these exchanges overwhelmingly global. Companies in different regions and different sectors seem to experience the liability of inter‐regional foreignness differently. In particular there is some evidence that high‐tech companies may be less subject to such difficulties. These findings imply that more attention needs to be paid to sectoral differences when analysing international business.

The trade data also suffer from some aggregation bias, as highlighted in the paper. In addition the inability to differentiate between inter‐ and intra‐firm trade limits the usefulness for theory building. However the results do provide some pointers for further research and imply that greater attention should be paid to the type of company and its position in the supply chain when considering the impact of the liability of inter‐regional foreignness.

The debate so far has been based on either Fortune 500 data or foreign direct investment data. Both of these datasets mix companies with very different market structures and operating practices. The originality of this work is to explore macro data extensively and look at exchanges differentiating by type of good. The results have implications for work on aggregated datasets. Simply differentiating by technology alone may lead to interesting variations in findings from firm‐level studies.

This study explores consumers' motivations to purchase luxury and counterfeit products using an international sample. In addition, it also examines the moderating role of interpersonal influence on this process. This study seeks to examine if the consumers who demand the highest quality express a preference for luxury goods over counterfeit goods.

Survey research was employed to subjects from the USA, India, China and Russia. Responses from US and India consumers were collected using online software, whereas responses from China and Russia were collected with the help of a local market research firm.

The findings of the study indicate that consumers tend to show similar reactions based on the luxury and counterfeit consumption process examined here. In terms of interpersonal influence as a moderator, however, the study found it significantly impacts status seekers' attitude toward luxury and how a perfectionist shopper perceives counterfeit consumption.

This study is one of the first in the literature to empirically address both luxury and counterfeit consumption. Further it considers consumers from multiple countries with high levels of luxury good purchases.

The purpose of this paper is to examine the effect of self-worth on status consumption, focusing on the mediation of self-enhancement and self-compensation and the moderation of power distance belief (PDB) in the relationship of threats to self-worth and consumer choice.

Experiments are used to collect data. Three studies are designed to test the relationship between self-worth, self-enhancement and self-compensation, PDB and status consumption. In total, 180 MBA students participate Study 1, 186 and 244 undergraduate students participate Studies 2 and 3, respectively. ANOVA and bootstrapping method are adopted to analyze the data by using SPSS version 19.0. Study 1 tests the influence of self-worth on status consumption; Study 2 examines the mediation role of self-enhancement and self-compensation; and Study 3 tests the moderation role of PDB.

Results indicate that situational self-worth perception has dual path effects on status consumption. Both improvements in – and threats to – self-worth have a positive impact on status consumption. Improvements in self-worth affect status consumption through the mediation of self-enhancement motives. Threats to self-worth affect status and non-status consumption through the mediation of the self-compensation motive. In the context of a threat to self-worth, compared with consumers with a low PDB, high-PDB consumers have higher purchase intention for status goods but not non-status goods.

In this study, improvements in – and threats to – self-worth are momentarily manipulated. The authors present one product in each experiment, but what would happen if both status goods and non-status goods were shown to participants? Which one will the authors choose under different self-worth manipulations? And how long can the effects last? These questions should be answered in future research.

This research provides a venue for marketers to introduce and advertise status goods. Marketing practitioners should establish the link between self-worth and status consumption appeals. In the Asia-Pacific markets, Confucian value is important to consumers, and high power distance is important in Confucianism. Thus when developing markets in China, international companies should emphasize Confucian values in the design of advertisements or other promotional items. Further, marketing for status goods should attach importance to the expression of their symbolic meanings.

This study contributes to the literature on self-worth and status consumption. It also explores the dual path of the effect of self-worth on status consumption. The motives of self-enhancement and self-compensation are first proposed and tested to explain the mechanism, which differentiates the study from prior work and gives a more reasonable explanation for status and compensatory consumption. The moderation role of PDB delineates the boundary for the effect of a threat to self-worth on status consumption.

Cause-related marketing (CR-M) – promising to donate to a charity when consumers purchase specific products – is a popular brand strategy, particularly in the social media context. In light of Veblen’s theory of conspicuous consumption, the purpose of this experimental study is to test the impact of a brand’s level and the conspicuousness of a brand’s CR-M campaign on consumers’ brand-related responses. Results reveal a novel mechanism underlying the effects by showing that pride and guilt mediate results.

This research is based on two studies that used a 2 (brand level: high-end vs low-end) × 2 (conspicuous of CR-M campaign: conspicuous vs non-conspicuous) between-subjects experimental design with random assignment to conditions and manipulation checks.

Results reveal that consumers respond more favorably when high-end brands participate in CR-M, particularly when the CR-M promotion is conspicuous. That is, when a high-end brand partners with a charity, especially under conspicuous conditions, it significantly improves consumers’ brand attitudes and intent to share with others. Moreover, pride and guilt are important mediators in effects.

The results of this study offer strong implications for brand managers seeking to partner with charities in CR-M campaigns. Results suggest that implementing CR-M campaigns may be fruitful for brands, particularly high-end brands when they enhance the conspicuousness of their CR-M campaign.

Results empirically extend the notion of conspicuous consumption by demonstrating that social status can be achieved by displaying not only acquired goods but also benevolence.