How self-construal drives intention for status consumption: A moderated mediated mechanism

Charles Jebarajakirthy and Manish Das

Journal of Retailing and Consumer Services, 2020, vol. 55, issue C

Abstract: •Individuals' interpretation of the world (i.e., self-construal) influences their consumption decisions including status consumption; however, it is under researched.•This study investigates the effects of self-construal on the intention for status consumption through a moderated mediation mechanism including social comparison as mediator and materialism as moderator.•The findings showed independent self-construal directly enhances intention for status consumption but interdependent self-construal enhances it via social comparison.•Social comparison drives intention for status consumption among interdependent self-construal people at low materialistic levels but not at high materialistic levels.•This study provides several implications for theory and practice.

Date: 2020
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919311099

DOI: 10.1016/j.jretconser.2020.102065

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