How to save the wounded self: Power distance belief's moderation of self‐identity threat and status‐related consumption

Cui, Hongjing; Fam, Kim‐Shyan; Zhao, Taotao; Xu, Wei; Han, C. Min

doi:10.1002/cb.1789

Cited by 17 publications

(11 citation statements)

References 37 publications

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“…Second, the current research provided no test of mechanisms underlying the moderating effects of social mobility belief. Future research needs to test hypotheses implied in the current research, such as whether low subjective SES consumers who perceive low social mobility use conspicuous consumption as a symbolic compensatory strategy (Cui et al, 2020). In addition, alternative mechanisms, such as time orientation (Bak & Yi, 2020) and sense of control (Lammers & Imhoff, 2021), should also be explored.…”

Section: Discussionmentioning

confidence: 99%

“…Specifically, materialistic consumers spend impulsively when they perceive low economic mobility, whereas they can resist impulsive spending when they perceive high economic mobility. Another work presents evidence that in the condition of self‐identity threat, people with high power distance belief prefer status to nonstatus goods (Cui et al, 2020). Existing work also hints at mechanisms driving the moderating effects of perceived social mobility, such as long‐term goal commitment (Yoon & Kim, 2016), symbolic compensatory need (Cui et al, 2020), or sense of control (Yoon & Kim, 2018).…”

Section: Introductionmentioning

confidence: 99%

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The effects of subjective socioeconomic status on conspicuous consumption

Wang

Liu

Lin

et al. 2022

J Applied Social Pyschol

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Conspicuous consumption, the purchase, and exhibit of expensive and luxury items to signal wealth and status to others, is common in everyday life. Although conspicuous consumption seems to be exclusive to high‐status people, past research suggests that conspicuous consumption also allows people to compensate for feeling being lower in the social hierarchy. Four studies (Study 1a: N = 242; Study 1b: N = 208; Study 2, N = 242; Study 3, N = 128) examined the relationship between subjective socioeconomic status (SES) and conspicuous consumption, and the moderating role of social mobility beliefs. We found that people with low subjective SES are more likely to engage in conspicuous consumption (Studies 1a, 1b, and 2). We also provided evidence for the joint effect of subjective SES and social mobility belief on conspicuous consumption, such that low subjective SES people who perceive low social mobility are more prone to conspicuous consumption than other people (Studies 2 and 3). The findings are robust to whether subjective SES was measured (Studies 1a) or manipulated (Studies 1b, 2, and 3) and various forms of conspicuous consumption. The current research contributes to the literature on SES, conspicuous consumption, and social mobility belief. Practical implications and future directions are discussed.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The effects of subjective socioeconomic status on conspicuous consumption

Wang

Liu

Lin

et al. 2022

J Applied Social Pyschol

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“…Additionally, research reveals that consumers respond differently to luxury brands depending on whether they have high power distance beliefs (i.e., accepting power disparities in a culture) or low power distance beliefs (not accepting of power disparities). In particular, consumers are more likely to purchase status products (e.g., luxury products) when their self‐identity is threatened if they have higher (versus lower) power distance beliefs (Cui, Fam, Zhao, Xu, & Han, 2020). Future research might examine the possible confounding effects of these other cultural factors in the context of luxury brand rejection.…”

Section: Discussionmentioning

confidence: 99%

Leave or stay? The role of self‐construal on luxury brand attitudes and purchase intentions in response to brand rejection

Xian

Loken

Wang

2020

J of Consumer Behaviour

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Marketing managers of luxury brands often use exclusionary marketing tactics that can lead consumers to feel rejected by those brands. In our research, we examine whether consumers with independent self‐construals are more likely than those with interdependent self‐construals to downgrade their evaluations of a luxury brand when feeling rejected by it. Results of three studies support this hypothesis. Using a manipulation of brand rejection with hypothetical future scenarios, study 1 provides evidence that consumers with a higher chronic independent (versus interdependent) self‐construal are more likely to lower their brand attitudes and purchase intentions of a desirable luxury brand that rejects them. Study 2 replicates the moderating effect of self‐construal at a cultural level, comparing Chinese and American respondents. Study 3 again compares self‐construals at a cultural level, but manipulates brand rejection by asking respondents to recall a prior rejection experience. Importantly, Study 3 reveals a mediating influence of self‐brand connection. That is, independents, when recalling an experience of luxury brand rejection, were more likely than interdependents to report a decrease in their feelings of connectedness to the rejecting brand, which in turn resulted in lower attitudes toward the brand and lower purchase intentions. Our findings provide luxury brand marketers with insights for both niche branding strategy design and cross‐cultural customer relationship management.

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“…Earlier, Grégoire et al (2010) found that customer power can influence revenge-seeking behaviour. Cui et al (2020) found that power distance beliefs moderate the relationship between self-identity threat and status consumption.…”

Section: By Power Reinstatementmentioning

confidence: 94%

Motives of the self and brand hate

Sharma

Jain

Behl

2022

JCM

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Purpose Consumer–brand relationship literature has seen a recent surge of work on the concept of brand hate. Considering that hate is not easily acknowledged, it is challenging to uncover the psychological mechanisms that underpin its development. Using the concept of “self” as over-arching theory, this study aims to uncover consumers’ psychological triggers for hating a brand by providing contextualized perspectives from the informants. Design/methodology/approach The authors use an interpretive approach focused on exploring the role of self in explaining the development of brand hate. Data is collected through 25 in-depth interviews and inductively analysed using the NVivo 12. Findings The findings of the study align with the motivational perspective of hate discussed in psychology literature. Six psychological strategies (coping, moral consciousness, ego defense, self-esteem protection, power reinstatement, and self-concept strengthening) cater to three motives of the self (self-preservation, self-defense, and self-enhancement). Originality/value The current study uses an interdisciplinary approach and draws perspectives from psychology, sociology and interpersonal relationship theories to study consumer brand hate. It uncovers the subconscious mechanisms that lead to the germination of brand hate and provides answers to unexplained and missing pieces in the existing literature. In particular, it offers a detailed perspective on how self-related motives can explain the psychology of brand hate.

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How to save the wounded self: Power distance belief's moderation of self‐identity threat and status‐related consumption

Cited by 17 publications

References 37 publications

The effects of subjective socioeconomic status on conspicuous consumption

The effects of subjective socioeconomic status on conspicuous consumption

Leave or stay? The role of self‐construal on luxury brand attitudes and purchase intentions in response to brand rejection

Motives of the self and brand hate

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