Conspicuous Consumption Research Articles

Analysis of the Misalignment of Wanting and Liking in Chinese Luxury Consumption

Abstract: China is rapidly becoming one of the most significant luxury goods markets in the world. As people's incomes continue to rise, an increasing number of individuals are inclined to purchase brand products to show their social status or satisfy psychological desires after fulfilling their daily living needs. This paper delves into the physiological and external factors that create a distinction between the emotions of "liking" and "wanting" in the context of luxury consumption. The primary objective of this research is to help consumers better understand their consumption motives, thereby helping them avoid impulsive or blind purchases. By utilizing literature analysis and review methodologies, the study categorizes and synthesizes the existing knowledge, beginning with the definitions of the two emotions to uncover the deeper influencing factors. It is found that from a neuroscience perspective, the brain regions responsible for generating "liking" and "wanting" are distinctly different; In the realm of luxury consumption, social factors, traditional Chinese cultural values, and individual differences play crucial roles in distinguishing between "liking" and "wanting".

Unveiling the Influences: Self-Esteem and Peer Impact on Luxury Consumption Among Consumers

In order to examine the impacts of peer influence and self-esteem on luxury consumption. This research employed online and offline questionnaire to gather customer self-esteem degrees, personality characteristics, along with conspicuous consumption behaviors. The information and data were construed through one-way analysis of variance (ANOVA) and multiple regression analysis. Accordingly, it was indicated that customers with higher degrees of self-esteem showed firmer willingness and action in luxury purchase intentions, and peer influence remarkably impacted their conspicuous consumption. In brief, self-esteem and peer influence are both key players in luxury consumption.Researches have revealed that consumers buy articles of luxury, in an attempt to satisfy the demands for materials and improve their self-worth and social positions. Luxury consumption is prominently impacted by collective self-esteem, since consumers believe that when they purchase luxury goods, their social position and personal image will improve. Moreover, peer correlations exert a highly important effect on young customers, which is deeply intensified by social media and celebrity effects.According to the findings, luxury brands need to take into consideration these points with regard to developing marketing tactics: for starters, meeting the demands of customers with discrepant degrees of self-esteem through individualized marketing tactics, with a focus on the product uniqueness and brand recognition. Secondly, through the transmission of brand stories and values, enhance emotional connections among consumers. Finally, leverage the influence of social media and opinion leaders to attract and retain young consumers. Through these strategies, luxury brands can better meet consumer needs and enhance market competitiveness.

Does Luxury Fashion Shape Consumers’ Perception Differently in the Real World Versus the Metaverse? A Comparative Study on Wearer Evaluation

As the metaverse’s significance becomes more widely recognized, people are increasingly expressing their identities in virtual spaces, acquiring luxury fashion items that would be difficult to obtain in reality, and willingly engaging in interactions with others. Despite the prominence of the metaverse and luxury fashion as key aspects of lifestyle, comprehensive research on the influence of luxury consumption on others in the metaverse is still lacking. Based on stereotype content model theory and costly signaling theory, this study investigates the relationship between perceptions, traits, emotions, and evaluations and fashion brand and space types. A total of 266 survey responses were analyzed. Results show a significant interaction effect between brand type (luxury vs. non-luxury) and space type (real world vs. metaverse) on trait and emotion. Furthermore, a positive correlation is found between perception, trait, emotion, and evaluation. Academic and practical implications are discussed.

The Application of New Media Marketing in Luxury Brand Communication

In the evolving landscape of luxury brand communication, this paper explores the transformative role of new media marketing in the dissemination and perception of luxury brands. Drawing insights from recent studies on social media impact on luxury consumption, it delves into how platforms like Instagram, Facebook, and WeChat have reshaped consumer behavior, particularly among the affluent and aspirational demographics. The paper also investigates the alignment of advertising strategies with the United Nations Sustainable Development Goals (SDGs), particularly focusing on women's empowerment, showcasing how luxury brands can leverage social responsibility to enhance their image and appeal. Strategies adopted by luxury brands in the new media era are analyzed, emphasizing the effectiveness of content marketing, influencer partnerships, and digital storytelling. Case studies highlight the success of brands like Gucci and Chanel in engaging audiences through innovative campaigns that blend heritage with modernity. An understanding of the nuances in different cultural contexts is crucial, as demonstrated by the need for sensitivity towards post-feminist ideologies in crafting messages of empowerment. The paper concludes by offering recommendations for luxury brands looking to optimize their new media marketing efforts. It suggests a balanced approach that integrates online and offline experiences, fosters community engagement, and prioritizes ethical and sustainable practices. By doing so, luxury brands can not only increase their market penetration but also contribute positively to societal goals, thereby ensuring long-term brand loyalty and relevance in an increasingly digital and socially conscious world.

Competitive correlation between the interface layers determines the shear strength in Kovar/AgCuTi/Si3N4 joints

AbstractAs a promising high‐thermal‐conductivity ceramics, the direct bonding of Si3N4 with metals remains challenging. Here, we employed active metal brazing of Si3N4 ceramics and Kovar alloys using AgCuTi metal filler, and found that the shear strength in the prepared Kovar/AgCuTi/Si3N4 joints depends on the competitive correlation between the interface layers. The competitive consumption for active element Ti by Kovar/AgCuTi interfacial reactions reduced AgCuTi/Si3N4 interface layer thickness and deteriorated final shear strength, even when using a high‐Ti‐content filler. Surface analysis indicated that interfacial fracture between Ag‐based solid solution and Ti5Si3 was the primary cause of failure. Density functional theory (DFT) revealed that Ag (111)/Fe2Ti (001) interface had higher ideal work of adhesion (Wad) than Ag (111)/Ti5Si3 (001) interface, confirming the importance of AgCuTi/Si3N4 interface layer. Ultimately, by adjusting interface reaction layer thickness, the joints reached a high shear strength of 154.3 MPa.

Social comparison and self‐determination in luxury consumption motivations

AbstractThis study integrates social comparison theory) and self‐determination theory to examine the roles of escapism, conformity, and individual cultural values in shaping luxury brand attitudes. Concepts related to consumer upward and downward social comparison are complemented by aspects related to self‐determination and autonomy. Drawing on survey data from the United States and Colombia, the research employs partial least squares structural equation modeling and fuzzy‐set qualitative comparative analysis (fsQCA) to investigate the complex drivers of luxury consumption. The findings reveal that escapism and conformity, complementary motivations grounded in social comparison and self‐determination theories, positively influence luxury brand attitudes. Furthermore, individual cultural values, such as self‐enhancement and self‐transcendence, moderate the relationships between these consumer motivations and attitudes. The cross‐cultural comparison highlights differences in the influence of cultural values on luxury consumption between two distinct cultures. The fsQCA—results uncover distinct configurations of motivations and values sufficient for driving positive luxury attitudes, extending the understanding of the complex interplay of factors shaping luxury consumption. By integrating social comparison theory and self‐determination theory perspectives, examining cultural values, and employing advanced methodological approaches, this study contributes to the theoretical understanding of luxury consumption. It also offers valuable insights for luxury brand managers navigating the evolving global market. Future research directions emphasize the potential for further integrating these two theoretical frameworks in the luxury domain.

Self-presentation in metaverse environments from a psychological perspective

This research aimed to investigate the psychology-related factors of self-presentation in Metaverse environments using the keywords "Metaverse," "self," "self-presentation," and "psychology." The universe of the research is the research on Metaverse and self-presentation in Turkey and the world between 1902 and 2023 in YÖK National Thesis Center, Google Scholar, ProQuest, ResearchGate databases with the keywords "Metaverse," "self," "self-presentation," "psychology." 39 articles, books, and dissertation materials were selected as the research sample. In the research, a general research trend was revealed by examining the data of the information contained in the articles, books, master's and doctoral theses written about the concepts of "Metaverse" and "self" in the world and in Turkey as a result of the research, it is assumed that self-presentation in the Metaverse will occur through luxury consumption, new technologies such as avatars and NFT, and with the influence of digital consumer culture.

Someone just posted on Instagram: Conspicuous consumption, anticipated engagement, and trait mindfulness

The practice of “flexing,” showing off one’s wealth and status, gradually penetrates daily life on various social media platforms, most notably Instagram. We investigated the extent to which exposure to conspicuous consumption by a stranger stimulated the viewers’ materialistic aspiration and whether this effect could be mediated by anticipated engagement and moderated by trait mindfulness. A large number of Instagram users in Indonesia (N = 2,296, 75.30% female; M age = 31.14 years old, SD age = 7.09) completed the trait mindfulness scale, randomly received a single Instagram photo showcasing luxury material vs. experiential purchase, provided an estimate of the intensity of love and comment from other viewers (i.e., anticipated engagement), and filled out the materialistic aspiration scale. Participants exposed to material purchase reported higher aspiration than those exposed to experiential purchase, but lower anticipated engagements also reduced materialistic aspiration. Participants with higher trait mindfulness were better at distinguishing the effects of conspicuous consumption on anticipated engagement and materialistic aspiration. These findings indicate that the viewers’ anticipation of collective attention could reverse the impact of exposure to conspicuous consumption and the potential of trait mindfulness as an anti-mimetic quality for situational materialism.

What Are the Differences of Luxury Goods Purchasing Behaviors of Hetero- Geneous Consumer Groups?

In today's world, many scholars have begun to research the different benefits that luxury goods bring to society. Although luxury goods research-only appeared in the last hundred years, it has an absolute voice in today's trend circle and even involves other industries. However, few people have researched the impact of different people's characteristics on luxury consumption, so I choose to research the difference in luxury purchase behaviors among heterogeneous groups. I believe this research will provide a clear picture of how this difference arises and what the implications are. This research provides empirical evidence for the differences of the luxury goods purchasing from heterogeneous consumer groups. This model could be applied to empirical studies of Economics and Sociology. In practice, the empirical findings from some surveys, data research and some expertise provide convincing evidence for the reliability of the model. It can be used that people with different characteristics have different purposes when acquiring luxury goods. Although there are some limitations in the current study, the findings could give researchers and practitioners suggestions to the impact of population heterogeneity on luxury purchases. Specifically, this study demon st-rates that gender, age, personal or family income, job content and local development level will all influence people's different opinions on luxury brands, so they have different purposes for using luxury goods in China.

How do young-oriented values facilitate conspicuous consumption travel behaviour through information searching and content generation?

PurposeThis study explores how the effects of youth-oriented values influence the behavioural attitudes towards online conspicuous activities during travel, leading to their further conspicuous consumption travel behaviour.Design/methodology/approachThis study applied a mixed-methods approach. Semi-structured interviews were conducted with 20 young tourists to extract the youth-oriented value measurement scale. A systematic survey was conducted in a renovated heritage site in China. PLS-SEM analysis was performed on 322 responses to test the proposed hypotheses.FindingsThe results of semi-structured interviews supplement seven new items and form a measurement scale of youth-oriented values with 16 items in three dimensions (self-identification, peer-identification and eagerness to change). The results of PLS-SEM analysis reveal that all three youth-oriented values significantly influence attitudes towards information searching and content generation, and these two behavioural attitudes are positively related to continuous conspicuous consumption travel. The openness trait moderates the relationship between self-identification and content generation.Originality/valueThe study contributes to youth tourism research in conspicuous consumption travel behaviour. It provides insights to tourism operators to formulate strategies to develop the young tourist market in a cultural heritage tourism context.

Coping with Social Media Envy in Luxury Consumption: The Role of Social Networking Site Actions

Because social networking sites facilitate social comparison, consumer envy becomes inevitable among social media users. Drawing on social comparison and coping theories, this study examines how different types of envy lead to consumers’ distinct behaviors on social networking sites, some of which are self-directed and focus on self-enhancement, while others are either positive or negative interactions with the envied person. Employing both the contexts of luxury product and service sharing experiences on Instagram, the authors consistently show in four studies that whereas consumers who experience benign envy are more likely to interact with the envied person positively, such as liking the envied person’s posts, those who experience malicious envy are more likely to engage in negative interactions, such as unfollowing the envied person. Benign enviers are more likely to engage in self-enhancement actions on social networking sites, such as posting images/videos more frequently, compared with malicious enviers. When coping with the negative feeling of envy, positive interactions help benign enviers improve their sense of belonging. In contrast, malicious enviers tend to engage in maladaptive coping behaviors, such as engaging in negative interactions with the envied, which may diminish their sense of belonging and lead to negative self-perceptions.

Gender differences in the effects of nostalgia on conspicuous consumption and impulsive buying

PurposeThe current study investigated the relationship between nostalgia, conspicuous consumption, and impulse buying and compared gender differences in the effects of nostalgia on conspicuous consumption and impulse buying.Design/methodology/approachA total of 307 college students in western Singapore were recruited. Confirmatory factor analysis and structural equation modeling were conducted to assess the psychometric properties of the scales and estimate model path coefficients. A multi-group analysis was conducted to test if the path coefficients in the research model varied across genders.FindingsThis study found that nostalgia had a positive influence on consumers’ conspicuous consumption, which in turn had a positive impact on their impulse buying of sport products. The results of the multi-group analysis also revealed significant differences across gender groups in that the impacts of nostalgia on conspicuous consumption and impulse buying were stronger for male consumers.Originality/valueThis study forges new ground by investigating the intricate dynamics among nostalgia, conspicuous consumption, and impulse buying in the context of sport. By delving into the relationships between them and exploring gender disparities in their effects, this study enhances our understanding of the pivotal role nostalgia plays in shaping consumer behavior in sport. In addition, the identification of gender-specific patterns underscores the significance of tailored marketing approaches for effectively engaging both male and female consumers. Overall, this study presents fresh perspectives that can inform the development of targeted marketing strategies for sport marketers and retailers aiming to optimize their offerings and promotional endeavors.

Socioeconomic status moderates the relationship between self-esteem and attitudes towards conspicuous consumption: An electrophysiological study

Research on the impact of self-esteem on conspicuous consumption has shown inconsistent results. This study addresses this variability by examining how socioeconomic status (SES) moderates the relationship between self-esteem and conspicuous consumption. We hypothesized that the relationship varies with SES, predicting a positive relationship at high SES levels and a negative relationship at low SES levels. Our findings confirm this hypothesis. Using a Go/NoGo association task (GNAT) combined with event-related potentials (ERP), we investigated the cognitive processing speeds for congruent and incongruent pairings. This method provided insights into the implicit attitudes towards conspicuous products and revealed the complex dynamics between self-esteem and SES in influencing consumer behavior tendencies. This research advances our understanding of the interactions between self-esteem and SES in conspicuous consumption from an implicit cognitive perspective. It also offers significant practical implications, guiding the development of consumer marketing strategies that can be tailored to different socioeconomic contexts.

What, no logos? Why some minimalists prefer quiet luxury

AbstractMinimalism is a philosophy based on reduction of consumption and holding fewer possessions that has gained great momentum and popularity worldwide. While prior literature suggests that not all minimalists engage in luxury consumption, a segment of minimalists labeled inconspicuous minimalists are theorized to not only focus on having fewer possessions, but also to have a preference for high product quality and subtlety in design that translates into a higher propensity to purchase “quiet luxury” products. This research empirically examines the relationship between inconspicuous minimalism and luxury consumption. In four experimental studies, we find that contrary to popular belief, certain minimalists are in fact likely to purchase luxury goods. Moreover, we find that inconspicuous minimalists prefer “quiet” versions of luxury brands that are more discreet (no logos), and that these luxury purchases are motivated by a desire for social connectedness to knowledgeable “elites” who share similar cultural capital and values. These findings suggest that inconspicuous minimalists are motivated by social factors, but not by traditional Veblen style conspicuous consumption motives in which the buyer has a desire to impress the masses.

A Qualitative Study on Counterfeit Consumption in Kuwait

Purpose: This study explores the phenomenon of counterfeit luxury goods consumption in Kuwait, influenced by high disposable incomes, social status importance, and Islamic norms. The research aims to understand the socio-psychological motivations behind purchasing counterfeit luxury products.Study design/methodology/approach: Data were collected using semi-structured interviews and netnography. Semi-structured interviews provided in-depth exploration of participants' experiences, while netnography captured real-time online interactions and discussions.Sample and data: The study involved semi-structured interviews with 21 participants familiar with counterfeit luxury brands, predominantly under 30 years old. Additionally, 372 comments were collected from Instagram for the netnographic analysis to understand consumer behaviors and attitudes.Results: The study reveals that socio-psychological factors significantly impact counterfeit product consumption. Social conformity and public image influence counterfeit luxury consumption in Kuwait. Fashion consciousness and financial considerations, prioritizing visual appeal and cost savings over authenticity, are also highlighted. The hedonic experience associated with buying and using counterfeit products emerged as a significant motivator.Originality/value: This research provides a nuanced understanding of counterfeit consumption within a unique cultural and religious context, contributing to the limited literature on the subject in the Middle East. It offers insights for policymakers and brand managers to develop strategies addressing this issue.Research limitations/implications: The qualitative nature and convenience sampling limit the generalizability of the findings. Future research could expand to include different socio-economic backgrounds for a more comprehensive understanding of the phenomenon.

The Relationship Between Electronic Word-of-Mouth Marketing and Consumption Types: The Moderating Role of Income

eWOM, a potent communication tool in today's digital age, is extensively utilized by consumers to evaluate products and services, share their experiences, and offer recommendations. Consumers now openly express their opinions about products and services through eWOM on online platforms such as social media, forums, and review websites. Therefore, understanding the impact of eWOM on consumer behaviour holds critical significance in shaping marketing strategies. This article examines how eWOM is specifically associated with conspicuous consumption and symbolic consumption and how these relationships are moderated by income levels. This study investigated the relationship between electronic word-of-mouth marketing (eWOM) and conspicuous consumption and symbolic consumption while considering the moderating role of income. A survey was conducted among 455 participants in the Karabük province, and the data were analyzed using Amos 20 and SPSS Process 21 software. The results confirm that eWOM influences both types of consumption. However, the moderating effects of income differ in this context. Income does not play a moderating role in symbolic consumption, meaning that consumers' interest in symbolic products or services remains unaffected by income levels. On the other hand, high-income individuals are observed to pay more attention to eWOM and prefer conspicuous consumption more frequently.

Giving a Conspicuously Branded Gift: The Role of Guilt

ABSTRACTScant research has explored how the emotions of gift‐givers influence their gift selection, particularly negative emotions. Addressing this gap, this research examines how guilt impacts gift‐giving, capitalizing on the conceptual link between guilt, power, and size. Through four experiments, we demonstrate that, compared with gift‐givers in a control condition, guilty gift‐givers are more likely to choose conspicuously branded gifts—items with highly noticeable, large brand logos. We observe this effect using different scenarios and the autobiographical recall procedure to elicit guilt, as well as a variety of operationalizations of brand conspicuousness. We find that the sense of power and power restoration provided by the gift account for the results. Moreover, the preference for a conspicuously branded gift diminishes when guilty gift‐givers engage in reparative actions to alleviate their guilt prior to gift‐giving. This research contributes to the literature on guilt, power, and conspicuous consumption by revealing a novel consequence of guilt on consumer choice in gift‐giving contexts and expanding our understanding of conspicuous brand usage. The findings have practical implications for marketers, particularly in using guilt appeals and promoting conspicuously branded gifts. Finally, we suggest future research directions related to positive emotions and other outcomes of interest in gift‐giving.

A Study on the Phenomenon of Conspicuous Consumption in South Korea’s Luxury Market Under Economic Uncertainty

This paper investigates the phenomenon of conspicuous consumption in South Korea’s luxury market under conditions of economic uncertainty. While traditional economic theories suggest that luxury spending should decrease during periods of financial instability, the South Korean market demonstrates a contrasting trend, where luxury consumption not only persists but often intensifies. Through qualitative interviews with consumers, industry experts, and market analysts, this study explores the cultural, social, and psychological factors driving this behavior. The findings reveal that social status, identity, and emotional coping mechanisms play crucial roles in sustaining luxury consumption, even amidst economic downturns. Furthermore, the influence of K-Culture and social media amplifies the desire for luxury goods, especially among younger consumers. The study also highlights the complex interplay between economic variables, such as GDP growth, unemployment rates, and consumer confidence, and their impact on luxury spending patterns. This paper contributes to a deeper understanding of the unique dynamics at play in the South Korean luxury market and offers insights for luxury brands, marketers, and policymakers to develop effective strategies in this rapidly evolving environment.

From runway to homepage: Synthesizing luxury brand strategies in digital scape

The increasing preference of consumers to purchase luxury online has caught the attention of luxury retailers over time. It has encouraged retailers to formulate strategies that boost their online revenue. Owing to the importance of the topic, this article presents a detailed and critical review of brand strategies that induce luxury consumption using digital platforms. Using the PRISMA approach and following the systematic review process, the authors have identified five major brand strategies that can help them strengthen their digital game. The article presents a conceptual framework that will help luxury retailers understand the current state of online brand strategies, draw inferences from them, and use them to achieve their future objectives. Academically, the article includes a synthesis of publication trends, methodologies, prominent journals, theories, constructs, and directions for future research using the TCM approach. This will help future researchers gain meaningful insights into the extant work and help them discover gaps to advance the online luxury literature. Further, the paper highlights the industrial implications of the identified brand strategies in the Asian market, as luxury brands have shown an increasing interest in this growing market.

Navigating Tradition and Ethics: Consumer Perceptions of Luxury Brands Using Animal Products

This study investigates the complex relationships between consumer perceptions, brand equity, and customer loyalty in the context of luxury brands using animal products in Northern Vietnam. Employing a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM), we surveyed 228 luxury consumers in urban areas. Our findings reveal that consumer perceptions significantly influence all components of brand equity - brand awareness, brand associations, and perceived quality - which in turn strongly impact customer loyalty. Notably, brand equity partially mediates the relationship between consumer perceptions and customer loyalty. The study also uncovers the dual influence of cultural factors: traditional cultural values positively moderate the relationship between consumer perceptions and brand equity, while ethical concerns exert a negative moderating effect. These results contribute to the theoretical understanding of luxury consumption in emerging markets and provide practical implications for luxury brand management. Our research highlights the need for a nuanced approach in navigating the delicate balance between leveraging cultural heritage and addressing growing ethical concerns in the luxury sector.