Development and initial validation of the conspicuous behaviour orientation scale

Shaikh, Shayan; Gummerum, Michaela

doi:10.1002/cb.2001

Cited by 4 publications

(2 citation statements)

References 73 publications

(150 reference statements)

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“…Third, in our theorization, we have not considered the influence of possible individual factors capable of increasing or decreasing the effect of dissociative desire. In a recent contribution, Shaikh and Gummerum (2022) developed a scale to measure the personal tendency to adopt conspicuous consumption behaviors. Future research could investigate whether even individuals who have a low tendency to adopt conspicuous behaviors are influenced by the dissociative desire to prefer products featuring prominent brand logos.…”

Section: Discussionmentioning

confidence: 99%

Consumers' identity signaling towards social groups: The effects of dissociative desire on brand prominence preferences

Raimondo

Cardamone

Miceli

et al. 2022

Psychology and Marketing

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The present research addresses an area of brand behavior that is under studied to date but has important implications for national and international brands. Brand prominence, that is, the extent to which a product reveals important visible brand identifiers, plays a fundamental role in determining consumer signaling behavior towards social groups and requires accurate brand management decisions. Integrating the literatures on brand prominence and social groups, this study proposes that the presence (vs. absence) of dissociative desire towards an out-group increases the preference for products featuring more prominent signs of a brand relevant for an in-group. Brand selfverification explains the relationship between dissociative desire and brand prominence preferences. Moreover, this effect disappears when the brand is used by the minority (vs. majority) of other in-group members and the identification with the in-group is lower. Results of two experiments and one survey support our conceptual framework and suggest that managers should use more prominent brand signs to attract consumers desiring to dissociate from relevant out-groups. Our research thus provides implications for defining branding strategies according to consumers' identity signaling goals towards social groups, which are becoming more important as brands assume global roles in tension with consumer identities and marketing strategy.

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Section: Discussionmentioning

confidence: 99%

Consumers' identity signaling towards social groups: The effects of dissociative desire on brand prominence preferences

Raimondo

Cardamone

Miceli

et al. 2022

Psychology and Marketing

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show abstract

“…The five-item questionnaire developed by Shaikh and Gummerum [70] was used to measure participants' conspicuous consumption tendencies. Sample items are "I would like to own expensive luxuries that communicate class and prestige" and "I feel stylish and classy if I am wearing branded clothes and accessories (Please see Appendix D for detail)."…”

Section: Conspicuous Consumption Tendencymentioning

confidence: 99%

Can Self-Presentation on Social Media Increase Individuals’ Conspicuous Consumption Tendency? A Mixed-Method Empirical Study on WeChat in China

Lu,

Zhao,

Song

et al. 2024

JTAER

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Previous studies have mainly focused on the impact of social media self-presentation on individuals’ happiness and mental health, whereas few have attended to its potential influence on consumer behavior. A mixed-method empirical study with an online survey (N = 408) and an experimental study (N = 160) investigated the effects of social media self-presentation on individuals’ conspicuous consumption in China. We found that consumers’ self-presentation behavior on social media promoted tendencies for social comparison, thereby enhancing their conspicuous consumption. However, compared with individuals using social media less often, self-presentation had a more significant impact on the social comparison tendencies of users who used social media more often. Our study explains why individuals’ self-presentation on social media increases their conspicuous consumption tendencies. The study results contribute to the existing knowledge of how consumers’ behavior on social media affects their product preferences.

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Demystifying tourists’ intentional readiness for net zero transformation through environmental knowledge, conspicuous altruism, and greenwashing perceptions

Aktan,

Zaman,

Raza

et al. 2024

Asia Pacific Journal of Tourism Research

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Development and initial validation of the conspicuous behaviour orientation scale

Cited by 4 publications

References 73 publications

Consumers' identity signaling towards social groups: The effects of dissociative desire on brand prominence preferences

Consumers' identity signaling towards social groups: The effects of dissociative desire on brand prominence preferences

Can Self-Presentation on Social Media Increase Individuals’ Conspicuous Consumption Tendency? A Mixed-Method Empirical Study on WeChat in China

Demystifying tourists’ intentional readiness for net zero transformation through environmental knowledge, conspicuous altruism, and greenwashing perceptions

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