Perceived financial constraints and normative influence: discretionary purchase decisions across cultures

Malika Malika (), Durairaj Maheswaran () and Shailendra Pratap Jain ()
Additional contact information
Malika Malika: New York University
Durairaj Maheswaran: New York University
Shailendra Pratap Jain: University of Washington

Journal of the Academy of Marketing Science, 2022, vol. 50, issue 2, No 3, 252-271

Abstract: Abstract Five studies examine how perceived financial constraints and abundance determine when consumers will engage in solitary or social purchases. When financially constrained, consumers prefer solitary (vs. social) purchases. We also identify self-construal as a moderator of how consumers spend their discretionary income. While independent consumers prefer solitary (vs. social) purchases, interdependent consumers prefer social (vs. solitary) purchases. Interestingly, when consumers have adequate discretionary income, independent as well as interdependent consumers have similar preferences for solitary and social purchases. In addition, for interdependent consumers, communal norms mediate the preference for social purchases. Finally, for independent consumers, making the communal norm salient reverses their preference for solitary purchases, resulting in a preference for social purchases. Our findings suggest how managers can effectively promote different types of purchases under varying financial resource conditions in their global communication strategy.

Keywords: Consumer psychology; Cultural differences; Norms; Persuasion; Advertising (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s11747-021-00814-x

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