Luxury Brands and the Ideal Victim Paradox: Moderating Role of Social Comparison

Eunmi Jeon and Jaisang Jay Kim

Social Science Quarterly, 2025, vol. 106, issue 2

Abstract: Objectives The aim of this study was to investigate the impact of luxury brand prominence on victims on the intention to help, considering the influence of perceived victim credibility and the moderating effect of social comparison tendency. Methods Through two online studies, participants were exposed to scenarios where victims were either associated with luxury brands or not. Study 1 tested the direct effect of luxury brand prominence on the intention to help, while Study 2 delved into the indirect effect through perceived incredibility and examined the influence of social comparison. Results Results indicated that the prominence of luxury brands significantly reduced the intention to help, primarily due to enhanced perceptions of victim incredibility. Furthermore, this effect was amplified in individuals with high levels of social comparison tendency. Conclusions Luxury brand visibility can adversely affect the intention to help, with perceived credibility and social comparison playing the moderating role in this process. This underscores the need to consider societal and psychological factors in understanding responses to victims in distress.

Date: 2025
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