The effects of status consumption and conspicuous consumption on perceived symbolic status

Abstract

ABSTRACT This study aims to propose and test a framework for status consumption in the context of perceived symbolic status. This paper fills the gap in the literature by proposing an integrated model focusing on the drivers and consequences of status consumption, conspicuous consumption, and symbolic status. We conducted an online survey among 990 people, and we tested the structural path relationships using AMOS. The results show that, first, status consumption and conspicuous consumption relate to perceived symbolic status. Second, the product symbolic status of the self relates to the product symbolic status of others. Third, the average product symbolic status of the self is higher than the average of the product symbolic status of others. Finally, when consumers are susceptible to normative interpersonal influences, they are more susceptible to status consumption and conspicuous consumption. Thus, consumers have a higher tendency to attribute the symbolic status of self to product and brand use than others. The implications of these findings are expected to make a contribution to the literature and lead to a better understanding of brand differentiation, positioning, and advertising decisions.