The Impact of Status Consumption on Shopping Styles: An Exploratory Look at the Millennial Generation

This study examined millennial consumers’ relationships between status consumption and Sproles and Kendall’s (1986) Consumer Styles Inventory (CSI). It was found that status consumption was a positive antecedent to five of the eight CSI’s shopping style characteristics: brand conscious, novelty and fashion conscious, recreational and shopping conscious, impulsive/careless, and habitual/brand loyal, but not to the characteristics of perfectionist, confused by overchoice, and price conscious. The results suggest that those millennial consumers who are motivated to consume for status will utilize the shopping styles of being brand conscious, novelty/fashion conscious, recreational shoppers, impulsive shoppers, and brand loyal.

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