Bandwagon vs snob luxuries: Targeting consumers based on uniqueness dominance

Manish Das, Mohshin Habib, Victor Saha and Charles Jebarajakirthy

Journal of Retailing and Consumer Services, 2021, vol. 61, issue C

Abstract: Consumers' need for uniqueness (CNFU) has received much attention in identifying intention for luxury consumption. This study investigates how the interplay of CNFU dimensions (i.e. creative choice, unpopular choice and avoidance of similarity), social comparison and psychological entitlement drives consumers’ intention for bandwagon and snob luxury consumption. Useable responses collected from 427 high-income Indian luxury fashion consumers were analysed using SEM and Process-Macro. The creative choice dimension enhances the purchase intention of bandwagon luxury items indirectly via social comparison while psychological entitlement strengthens this indirect effect. The unpopular choice tendency has significant direct effect on snob luxury consumption. The avoidance of similarity dimension enhances purchase intention of snob luxury items directly while it also enhances bandwagon luxury consumption indirectly via social comparison. Psychological entitlement strengthens this indirect effect. This study contributes to the luxury consumption literature by proposing three distinctive types of consumption behaviours relating to snob and bandwagon luxury items based on these interplays.

Keywords: Consumer need for uniqueness; Social comparison; Psychological entitlement; Snob luxury; Bandwagon luxury. (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:61:y:2021:i:c:s096969892100148x

DOI: 10.1016/j.jretconser.2021.102582

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