The malleable morality of conspicuous consumption.

Abstract

Conspicuous consumption has often been decried as immoral by many philosophers and scholars, yet it is ubiquitous and widely embraced. This research sheds light on the apparent paradox by proposing that the perceived morality of conspicuous consumption is malleable, contingent upon how different moral lenses highlight the different characteristics embedded in the behavior. Utilizing the Moral Foundations Theory, we demonstrate that the individualizing values (i.e., equality and welfare) make people focus on the self-enhancing characteristics of conspicuous consumption, making it seem morally objectionable. However, the binding values (i.e., deference to authority, in-group loyalty, and purity) make people focus on the social identity signaling characteristic of conspicuous consumption, making it seem morally permissible. First, an archival dataset shows that the prevalence of the different moral values predicts per-capita spending on luxury goods across different countries. Then, 6 studies (N = 2903) show that the trait endorsement and the momentary salience of the different moral foundations can influence the moral judgment of conspicuous consumption as well as the propensity to engage in conspicuous consumption. Further, analyses show that the effect of the binding values (individualizing values) is mediated by heightened sensitivity to the social identity signaling (self-enhancing) aspects of conspicuous consumption. Finally, the studies demonstrate that the effect is moderated by the extent of social visibility during consumption. Thus, this research suggests that some moral values can, somewhat paradoxically, increase conspicuous consumption.

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“…Finally, in order to illuminate the degree to which the salience of different moral values may be altered, and thereby in uence attitudes, we examine whether increasing the salience of either binding or individualizing values through priming affects the outcome variables. Given prior research showing e cacy in priming moral values, in these studies we anticipated small effects for priming binding and individualizing values (Mooijman et al, 2018;Goenka & Thomas, 2020).…”

“…Participants in all studies rst encountered the binding, individualizing, or control prime. The primes were used effectively in prior research (Mooijman et al, 2018;Goenka & Thomas, 2020). In Studies 1a, 1b, and 2, the primes described a warrior who exempli es loyalty, respectfulness, and concern about purity (binding values), or caring and fairness (individualizing values), or who has good character (control).…”

Socio Demographic Determinants Behind Conspicuous Consumption of Luxury Automobiles in Sri Lanka

“…Moreover, one particularly interesting idea, relatively new to conventional economics, stated by Basmann (1956) as cited in Trigg (2001) is the concept that "conspicuousness is the utility provided to the user as a result of being seen consuming the product or service". Furthermore, it can be learnt through contemporary literature that, conspicuous consumption plays a pivotal role even at present in shaping preferences among people in terms of gaining recognition and attention and it is ubiquitous and embraced by community on a mass scale (Goenka & Thomas, 2019;Wu et al, 2019).…”

“…Today, it is a common sight to witness people, clinging on to the luxuriousness and the higher prices of goods in order to demonstrate their purchasing power and social status to others. Moreover, it can be learnt through literature that, people are prone towards purchasing flashy goods not merely for their intrinsic use value 1 but simply, because of the "higher price tags" which reflect much greater values than what is mirrored through their "use values" (Goenka & Thomas, 2019;Murphy, 2018;Sirong , 2016;Kim, 2015). It is in that respect, Conspicuous Consumption, which signifies purchasing of expensive goods to showcase wealth, comes in notion.…”

“…Even though a number of research studies on conspicuousness could be found in literature (for example: Goenka & Thomas, 2019;Hammerl & Kradischnig, 2018;Perera, et al, 2013;Rucker & Galnisky, 2009), none has examined this aspect, rendering special focus on the impact of socio-demographic drivers, taking the case of luxury automobiles. No studies of this nature have so far been conducted pertaining to the Sri Lankan market either.…”