Abstract
Social environment discretely affects cognitive dimensions and behavioural attributes of consumers. Accordingly, the cognitive ergonomics of consumers exhibits various socio-psychological scenarios on consumption, and develops buying dispositions. Building upon personality and social comparison theory, and the literature review on conspicuous consumption, this study examines the causes and effects of inferiority feeling due to social comparison, which motivates consumers to reinforce the sense of 'me too' feeling and engage in conspicuous buying to stay at par or become superior to others in the society. The conspicuous buying behaviour of consumers has been analysed in this study in the context of intentions to buy high-value smart televisions among the low economic profile consumers in Mexico. This study contributes to the literature on retail productivity by measuring the triadic effect of quality of life, cognitive evolutions, and consumption pattern in emerging markets.
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