Self construal and status consumption

What is it about?

This paper attempts to explain how peoples idea abour self, their undersanding of social structure effects their intention for status consumption.

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Photo by Priscilla Du Preez on Unsplash

Photo by Priscilla Du Preez on Unsplash

Why is it important?

Highlights Individuals' interpretation of the world (i.e., self-construal) influences their consumption decisions including status consumption; however, it is under researched. This study investigates the effects of self-construal on the intention for status consumption through a moderated mediation mechanism including social comparison as mediator and materialism as moderator.The findings showed independent self-construal directly enhances intention for status consumption but interdependent self-construal enhances it via social comparison. Social comparison drives intention for status consumption among interdependent self-construal people at low materialistic levels but not at high materialistic levels. This study provides several implications for theory and practice.

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