Showing to friends or strangers? Relationship orientation influences the effect of social exclusion on conspicuous consumption

Liang, Shichang; He, Yun; Chang, Yaping; Dong, Xinhua; Zhu, Dan

doi:10.1002/cb.1723

Cited by 23 publications

(13 citation statements)

References 55 publications

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“…The current research contributes to the literature on social exclusion effects in the domain of consumption. Recent work has found that interpersonal exclusion can influence consumers' product preferences, such as increasing individuals' interest in nostalgic products (Loveland, Smeesters, & Mandel, 2010), preferences for distinctive products (Wan, Xu, & Ding, 2013), or rates of conspicuous consumption (Lee & Shrum, 2012; Liang, He, Chang, Dong, & Zhu, 2018). Our findings enrich this line of research by examining consumers' reactions when the source of the exclusion is a luxury brand.…”

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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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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“…As a result, extant literature shows the negative relationship between self-esteem and conspicuous consumption. When people are socially excluded from the close relationship (e.g., friends), they experience weakened self-esteem, which in turn makes them prefer conspicuous consumption ( Liang et al., 2018 ). Those with low self-esteem prefer brands such as luxury brands that can signal high social status in order to ensure their group inclusion in the future even when they experience a sense of belonging ( Dommer et al., 2013 ).…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Social class, social self-esteem, and conspicuous consumption

2021

Heliyon

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Previous research has suggested the negative relationship between self-esteem and conspicuous consumption since conspicuous consumption is aimed to gain social recognition and signal status. However, it has not been much explored how this relationship holds depending on social classes. We propose subjective social class will moderate the relationship between social self-esteem and conspicuous consumption. We also hypothesize the mediating roles of social dominance orientation and life satisfaction in the proposed moderation effect. By conducting the survey with the American sample, we tested these predictions. In Study 1, we showed that the negative relationship between social self-esteem and conspicuous consumption appeared only among high subjective social class individuals. In Study 2, we replicated Study 1 and further demonstrated that social dominance orientation and life satisfaction respectively mediated the interactive effect of subjective social class and social self-esteem on conspicuous consumption. The results suggest that among individuals who perceive themselves to be in a high social class, a low level of social self-esteem is conducive to conspicuous consumption. The theoretical implications and limitations of the present investigation are discussed.

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“…Communal-oriented individuals will prefer to consume conspicuous products when they experience social exclusion rather than social inclusion and that this behavior is driven by self-esteem evoked from comparing differences of self-orientation (Liang, He, Chang, Dong & Zhu, 2018). Upward social comparison, as opposed to downward comparison, increased preference for the conspicuous consumption (Zhang, Xu, Zhao & Yu, 2018).…”

Section: R M B Rmentioning

confidence: 99%

Mapping Compulsive Buying Behavior of M-commerce Consumers in Pakistan

Malik¹,

Hali²,

Malik³

2021

IRMBR

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In the last decade, emergence of different technological platforms have drastically influenced and altered societies across the globe. Social commerce or S-commerce which is an off shoot of e-commerce has become part of everyday life among consumers. Mobile commerce also known as m-commerce is a major contributor towards S-commerce. The current research intends to investigate the compulsive buying behavior and conspicuous online consumption frameworks in the context of m-commerce. This study is targets the trends of m commerce within the context of developing country like Pakistan. The current research aims at highlighting how the antecedents involved in the frameworks of compulsive buying behavior and conspicuous online consumption translate into behaviors in the context of m-commerce. The significance of the study can be judged from the fact that, it will help contribute towards to body of knowledge concerning modern social consumptions patterns of the consumers triggered by the m-commerce applications. The research utilizes the lens of the social impact theory with peers and m-commerce, based on the SOR model. The selected population for undertaking the study comprised of consumers who consume different products (i.e. apparel, gadgets, cosmetics and jewelry etc.). This study has diverse theoretical and managerial contribution in the field of consumer behavior. As the results of this study also validated the SOR model and as well as social impact theory in the context of the m-commerce. Secondly, this study taken participation and desire for self-promotion as an organism. And participation was directly inclined by the familiarity and closeness. Keywords: S-commerce, Compulsive Buying Behavior, Conspicuous Online Consumption, Social Impact Theory, SOR Model.

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Showing to friends or strangers? Relationship orientation influences the effect of social exclusion on conspicuous consumption

Cited by 23 publications

References 55 publications

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

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

Social class, social self-esteem, and conspicuous consumption

Mapping Compulsive Buying Behavior of M-commerce Consumers in Pakistan

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