EconPapers    
Economics at your fingertips  
 

How power distance belief, self-construal, and relationship norms impact conspicuous consumption

Sehoon Park, Chaeyeong Kim and Jane Park

Journal of Retailing and Consumer Services, 2023, vol. 75, issue C

Abstract: Building on the idea that luxury products can signal the owner's status to others, this research elucidates how fundamental and pervasive social factors—power distance belief (PDB), self-construal, and relationship norms—dynamically impact consumers' preferences for conspicuous consumption. Through three experiments, we found that (1) high-PDB consumers are more likely to prefer conspicuous consumption compared to low-PDB consumers, and this effect is mediated by their need for status; (2) the relationship between PDB and conspicuous consumption is enhanced under interdependent self-construal, attenuated under independent self-construal, and mediated by consumers' need for status; (3) these effects are moderated by relationship norms, such that the positive effect of PDB on conspicuous consumption under interdependent self-construal is attenuated when communal relationships (vs. exchange relationships) are salient. Our conceptualization and findings contribute to the literature on the dynamics of individuals' status-related behavior in social psychology and related fields, and provide important practical applications for luxury businesses.

Keywords: Conspicuous consumption; Need for status; Power distance belief; Self-construal; Relationship norms; Luxury product (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698923002655
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002655

DOI: 10.1016/j.jretconser.2023.103518

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu (repec@elsevier.com).

 
Page updated 2024-12-28
Handle: RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002655