Status consumption in newly emerging countries: The influence of personality traits and the mediating role of motivation to consume conspicuously

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12 Citations (Scopus)

Abstract

In emerging countries, individuals’ tendency to consume status products to display their wealth and new lifestyle is rising. To unlock the underlmathying reasons for consuming status products in emerging countries, this study brings attention to the mediating role of motivation to consume conspicuously as a missing link between consumers’ personality traits - susceptibility to interpersonal influence, need for uniqueness and status consumption. Using social identity and social comparison theory and drawing on data from 269 Bangladeshi individuals, we found that status consumption is positively influenced by susceptibility to interpersonal influence and need for uniqueness. We also found that the relationship between susceptibility to interpersonal influence and status consumption is partially mediated by the motivation to consume conspicuously. However, the results show that the relationship between need for uniqueness and status consumption is not mediated by the motivation to consume conspicuously.
Original languageEnglish
Pages (from-to)173-178
Number of pages6
JournalJournal of Retailing and Consumer Services
Volume46
Early online date21 Nov 2017
DOIs
Publication statusPublished - Jan 2019

Keywords

  • Status consumption
  • Susceptibility to interpersonal influence
  • Need for uniqueness
  • Motivation to consume conspicuously

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