Status consumption in newly emerging countries: The influence of personality traits and the mediating role of motivation to consume conspicuously |
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| Institution: | 1. The Ehrenberg Centre for Research in Marketing, London South Bank University, 103 Borough Road, London SE1 OAA, United Kingdom;2. London South Bank University, 103 Borough Road, London SE1 OAA, United Kingdom;1. Rutgers University, School of Business, 227 Penn St., Camden, NJ 08102, United States;2. Villanova University, 800 Lancaster Ave., Villanova, PA 19085, United States;1. Royal Holloway, University of London, UK;2. Brunel University, UK;3. Canterbury Christ Church University, UK;1. IAE Lille (University of Lille), 104 Avenue du Peuple Belge, 59043 Lille, France;2. IAE Lille (University of Lille) – Lille Économie et Management (LEM), 104 Avenue du Peuple Belge, 59043 Lille, France;3. University of Namur – Centre for Research on Consumption and Leisure (CeRCLe), Rempart de la Vierge 8, 5000 Namur, Belgium;1. Ehrenberg-Bass Institute for Marketing Science, Business School, University of South Australia, GPO Box 2471, Adelaide 5001, Australia;2. School of Information Technology and Mathematical Sciences, University of South Australia, GPO Box 2471, Adelaide 5001, Australia |
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| Abstract: | In emerging countries, individuals’ tendency to consume status products to display their wealth and new lifestyle is rising. To unlock the underlmathying reasons for consuming status products in emerging countries, this study brings attention to the mediating role of motivation to consume conspicuously as a missing link between consumers’ personality traits - susceptibility to interpersonal influence, need for uniqueness and status consumption. Using social identity and social comparison theory and drawing on data from 269 Bangladeshi individuals, we found that status consumption is positively influenced by susceptibility to interpersonal influence and need for uniqueness. We also found that the relationship between susceptibility to interpersonal influence and status consumption is partially mediated by the motivation to consume conspicuously. However, the results show that the relationship between need for uniqueness and status consumption is not mediated by the motivation to consume conspicuously. |
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| Keywords: | Status consumption Susceptibility to interpersonal influence Need for uniqueness Motivation to consume conspicuously |
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