Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior

Minas N. Kastanakis and George Balabanis

Journal of Business Research, 2012, vol. 65, issue 10, 1399-1407

Abstract: This paper examines the impact of a number of psychological factors on consumers' propensity to engage in the “bandwagon” type of luxury consumption. It develops and empirically confirms a conceptual model of bandwagon consumption of luxury products. In general, results show that a consumer's interdependent self-concept underlies bandwagon luxury consumption. This relationship is mediated by the level of a consumer's status-seeking predispositions, susceptibility to normative influence and need for uniqueness. The study concludes that these psychological constructs explain well a large part of bandwagon luxury consumption and can be used as inputs in the development of marketing strategies.

Keywords: Bandwagon effects; Conspicuous consumption; Luxury goods; Interdependent self-concept; Consumer susceptibility to normative influence; Status consumption; Consumer need-for-uniqueness (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (122)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:10:p:1399-1407

DOI: 10.1016/j.jbusres.2011.10.005

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