Exploring consumer status and conspicuous consumption

In seeking to expand an understanding of consumption, this study assesses the relationship between status consumption and conspicuous consumption. Theoretically, the relationship between status consumption and conspicuous consumption is problematic and, therefore, the main focus of this paper examines the theoretical and empirical separation of consumers' status consumption and conspicuous consumption. Data were gathered via a survey of individuals aged between 18 and 25. The findings indicate that status consumption and conspicuous consumption are distinct constructs. Differences in status consumption tendencies between males and females were not found; however, in relation to conspicuous consumption gender differences were found. Status consumption was affected by self-monitoring and interpersonal influences, but conspicuous consumption was affected only by interpersonal influences. The brands examined also clearly differed in terms of status and conspicuous consumption perceptions. Copyright © 2004 Henry Stewart Publications Ltd.

[1]  Aron O'Cass,et al.  A psychometric evaluation of a revised version of the Lennox and Wolfe revised self-monitoring scale , 2000 .

[2]  Aron O'Cass,et al.  Consumer brand classifications: an assessment of culture‐of‐origin versus country‐of‐origin , 2001 .

[3]  R. Goldsmith,et al.  Young fashion leaders’ and followers’ attitudes toward American and imported apparel , 1998 .

[4]  B. Douglas Bernheim,et al.  Veblen Effects in a Theory of Conspicuous Consumption , 1996 .

[5]  Aron O. Cass.  Consumer Self-Monitoring, Materialism and Involvement in Fashion Clothing , 2001 .

[6]  J. F. Gaski.  The Theory of Power and Conflict in Channels of Distribution , 1984 .

[7]  Chaim Fershtman,et al.  SOCIAL STATUS, CULTURE AND ECONOMIC PERFORMANCE* , 1993 .

[8]  R. Ferber.  Research By Convenience , 1977 .

[9]  Robert H. Walker,et al.  The Status Seekers. , 1960 .

[10]  Richard G. Netemeyer,et al.  Measurement of Consumer Susceptibility to Interpersonal Influence , 1989 .

[11]  Ronald E. Goldsmith,et al.  Fashion innovativeness and self‐concept: a replication , 1999 .

[12]  D. G. Labay,et al.  Repositioning Colleges Using Changing Student Quality Perceptions: An Exploratory Analysis , 1997 .

[13]  P. Bourdieu.  Distinction: A Social Critique of the Judgement of Taste* , 2018, Food and Culture.

[14]  B. Bernheim,et al.  A Theory of Conformity , 1994, Journal of Political Economy.

[15]  G. Wright,et al.  Mission Impossible? Making Sense of the Key Debates in the Service Quality Literature , 1998 .

[16]  Russell W. Belk,et al.  Becoming a Consumer Society: A Longitudinal and Cross-Cultural Content Analysis of Print Ads from Hong Kong, the People's Republic of China, and Taiwan , 1989 .

[17]  Grant Mccracken,et al.  Culture and consumption , 1988 .

[18]  Stephen J. Gould.  Assessing self-concept discrepancy in consumer behavior: The joint effect of private , 1993 .

[19]  L. Flynn,et al.  A Short, Reliable Measure of Subjective Knowledge , 1999 .

[20]  Jacqueline K. Eastman,et al.  The Relationship between Status Consumption and Materialism: A Cross-Cultural Comparison of Chinese, Mexican, and American Student , 1997 .

[21]  P. Filiatrault,et al.  The Attitudes Underlying Preferences of Young Urban Educated Polish Consumers Towards Products Made in Western Countries , 1997 .

[22]  Lynette S. Unger,et al.  EMERGING POSITIONING STRATEGIES IN GLOBAL MARKETING , 1987 .

[23]  T. Veblen.  The Theory of the Leisure Class , 1901 .

[24]  Susan Auty,et al.  Fashion involvement, self‐monitoring and the meaning of brands , 1998 .

[25]  Peeter W. J. Verlegh,et al.  A review and meta-analysis of country-of-origin research , 1999 .

[26]  R. Belk.  Possessions and the Extended Self , 1988 .

[27]  M. R. Solomon.  The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective , 1983 .

[28]  N. Wong,et al.  Personal taste and family face: Luxury consumption in Confucian and western societies , 1998 .

[29]  Andrew B. Trigg,et al.  Veblen, Bourdieu, and Conspicuous Consumption , 2001 .

[30]  R. Mason.  Conspicuous Consumption: A Study of Exceptional Consumer Behaviour , 1981 .

[31]  L. A. Sullivan,et al.  Body image: Differences between high and low Self-Monitoring males and females , 1990 .

[32]  Alice M. Tybout,et al.  Designing Research for Application , 1981 .

[33]  L. Flynn,et al.  Status Consumption in Consumer Behavior: Scale Development and Validation , 1999 .

[34]  A. C. Pigou.  Some Remarks on Utility , 1903 .

[35]  John A. Quelch,et al.  Global Brands: Taking Stock , 1999 .

[36]  B. Barak,et al.  Public Self-Consciousness and Consumption Behavior , 1988 .