Consumer Vanity Research Articles

Exploring the Impact of Consumer Vanity on Money Attitude and Compulsive Buying of Branded Products in Indonesia

Branded products have become a prominent focus for young consumers in Indonesia, often leading to significant expenditures and the development of compulsive buying behaviors. This study explores the mediating role of consumer vanity in the relationship between money attitudes and compulsive buying among undergraduate students in Surabaya, Indonesia. Data were collected from 276 participants using a purposive sampling method. The analysis, conducted with Hayes’ Process Model 4, examined the influence of three money attitude dimensions—power prestige, distrust, and anxiety—on compulsive buying. The findings reveal that consumer vanity significantly mediates the relationships between power prestige (β =.16, CI =.08,.24), distrust (β =.23, CI =.10,.37), anxiety (β =.35, CI =.21,.52), and compulsive buying. These results suggest that young consumers use branded product purchases to project success and align themselves with an affluent lifestyle. Compulsive buying emerges as a behavior through which individuals display power and status, reinforcing the role of consumer vanity in driving such purchases.

ENHANCING BRAND IDENTIFICATION THROUGH CONSUMER SELF-EFFICACY: MEDIATING ROLE OF CONSUMER VANITY AND MODERATING ROLE OF BRAND PERSONALITY

This study aims to examine influence of consumer self-efficacy on consumer brand identification, with a focus on the mediating role of consumer vanity and the moderating role of brand personality. A total of 384 participants, encompassing consumers of diverse brands, were included in the study. The variables of interest, consumer self-efficacy, consumer brand identification, consumer vanity & brand personality, were analyzed via PLS-SEM software. The results reveal a significant direct impact of consumer self-efficacy on consumer brand identification, highlighting the importance of individuals' belief in their abilities in fostering strong connection with a brand. Moreover, the study proves that consumer vanity acts as a mediator between consumer self-efficacy & brand identification, indicating that individuals with higher self-belief are more likely to engage in vanity-related behaviors, thereby enhancing their identification with brand. The study uncovers moderating effect of brand personality by strengthening relationship between consumer self-efficacy and brand identification.

’’SUJETA’’ – OD KONSTRUKTA DO KORELATA

Within this paper, we tried to describe in as much detail as possible the current knowledge related to the concept of vanity. The first part of the paper deals with the presentation of defining vanity from the point of view of various researchers, as well as the presentation of the way in which this concept is operationally defined. The second part is aimed at presenting research related to the existence of gender differences in terms of the manifestation of certain dimensions of vanity. The fourth part refers to the attempt to determine the nature of vanity, adaptive or maladaptive, through the presentation of previous results of research on the relationship of this construct with others in the field of personality psychology, mental health, social psychology and the like. Since vanity is the most researched in the field of marketing psychology, the last part of the paper is a review of previous knowledge about the importance of vanity for marketing psychology. According to LeBel, vanity is a two-dimensional construct described through excessive expression of satisfaction with physical appearance and excessive expression of satisfaction related to one’s own abilities and achievements. Most research suggests that there are differences between males and females in terms of the manifestation of certain dimensions of vanity. Having in mind the results of studies so far, we can conclude that vanity is a maladaptive construct that is especially abused in marketing, where even the terms Consumer Vanity and Vanity Size have been coined. Keywords: Vanity, Excessive physical view, Excessive abilities view, Consumer Vanity, Vanity Size

Explaining the mechanism of brand hate: a mixed-method investigation using moderated mediation in emerging markets

PurposeBrand hate as a distinct phenomenon of consumer negativity has attracted considerable research attention in recent years. However, scant attention has been paid to explain the underlying mechanism of brand hate. Therefore, the present study aims to unveil how brand hate stirs in embarrassing situations and what repercussions it ignites that deteriorate the consumer–brand relationship.Design/methodology/approachThe present study follows a mixed-method research design by conducting in-depth interviews with 16 consumers and then collecting three waves of time-lagged data from 217 respondents of two different countries. The reliability and validity have been established through confirmatory factor analysis, and hypotheses were analyzed using structural equation modeling and moderated-mediated models.FindingsThe results of both qualitative and quantitative investigations reveal that brand embarrassment instigates brand hate, and brand hate leads to brand detachment. Brand hate also mediates the relationship between brand embarrassment and brand detachment. Consumer vanity enhances the strength of brand embarrassment's effects on brand hate. This relationship further depicts the moderated mediation pattern as consumers with high vanity traits express extreme emotions of hate and detachment from the embarrassing brands. In addition, the findings demonstrate that the moderating role of consumer vanity is more pronounced among young consumers.Originality/valueThe study marks an initial attempt to explain the whole process of brand hate by incorporating brand embarrassment, brand detachment, consumer vanity and age in an integrated moderated mediation model. The study enhances brand managers' understanding of the severity of the consequences of embarrassing situations and devising preventive strategies.

Linking Luxury Brand Perceived Value, Brand Attachment, and Purchase Intention: The Role of Consumer Vanity

The current study adds to the literature on the indirect effect of luxury brand perceived value on purchase intention via the brand attachment under the boundary conditions of consumer vanity. The authors employed a quantitative method approach, conducting an online survey with 508 respondents in Lithuania. Empirical research analysis reveals that the greater the perceived value of a luxury brand, the greater the consumer purchase intention. The latter is most strongly affected by the luxury brand perceived functional value. The study demonstrates that the greater the luxury brand perceived value among consumers, the greater their brand attachment, which in turn leads to a greater purchase intention. As there is a positive emotional relationship between a luxury brand and the consumer, the consumer’s purchase intention is also affected by the luxury brand perceived symbolic value, i.e., the capacity of the brand to communicate the consumer’s success, leadership, and power. Consumer vanity was not statistically significant to the nature of the relationship between luxury brand perceived value, brand attachment, and purchase intention. Luxury car marketers may benefit by focusing on the social and symbolic value of luxury car brand value in communication with brand-attached consumers in Lithuania.

Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption

Purpose There has been substantial research on luxury globally, but there is a dearth of studies empirically investigating the key relationships affecting luxury consumption. The aim of this paper is to consider the role of consumer vanity and brand consciousness and to set their relationships in context of luxury consumption. Design/methodology/approach To measure consumer vanity, brand consciousness, attitude towards luxury brands and purchase intentions, pre-established scale items were adopted. Self-administered questionnaires were distributed through luxury exhibitions and festivals in major cities of India. A sample of n = 342 luxury consumers was analysed using structural equation modelling. Findings The findings support that brand consciousness is mediating the relationship between consumer vanity and luxury consumption. Luxury consumers are primarily driven by achievement vanity. They are likely to evaluate luxury brands based on their price, fame and their ability to portray their professional achievements. They incur unreasonable costs to acquire the expensive, famous and prestigious luxury brands and conspicuously consume them to display their success and accomplishments. Research limitations/implications The study provides an in-depth explanation of how consumer vanity is leading to consumption of luxury brands. The marketers may benefit by focussing on promotion of their brand's symbols and logos than on specific product features. Originality/value This is the first empirical examination understanding the mediating effect of brand consciousness as a mediator between consumer vanity and luxury consumption.

Contribution of vanity to consumer apparel advertising perception

Purpose – A recent marketing trend is sending short message service (SMS) apparel advertisements to capture young adult consumers’ attention. These targeted consumers are reluctant to view SMS advertisements due to perceived irrelevant advertising content. The purpose of this paper is to investigate the relationship between consumer vanity trait and perceived SMS apparel advertising values for 291 college-aged Generation Y consumers (aged between 18 and 24) from the USA. Design/methodology/approach – The study opted for a quantitative, correlational design to investigate the relationships among vanity traits and perceived SMS apparel advertising values. An internet-based survey collected vanity trait attributes, perceived SMS apparel advertising values, and demographics from the participant. Correlation and multiple regression analyses tested the degree of association and measured the strength of predictive relationships among the said variables. Findings – Empirical findings of this study reveal a positive, predictive relationship between vanity traits and perceived SMS apparel advertising values. Symbols of success is the most dominant vanity trait for males and ethnic minorities. Research limitations/implications – Excluded from the present study was investigating the relationship between personality and consumer vanity trait. Personality evolves with the individual’s worldview and lived experience. It would be interesting to explore achievement-vanity through the consumers’ life story. Practical implications – Consumer adoption and abandonment of the latest fashion trends can occur quickly. The timing of an SMS apparel advertising campaign and advertising content relevancy are critical to initiate the targeted consumers’ interest. Originality/value – This paper sheds some lights on the contribution of psychological predispositions to apparel consumption-related situations for consumers.

Mirror, mirror on the wall: consumer vanity and luxury consumption

As former communist countries turn to capitalism and developing economies become affluent, more consumers have a strong desire for luxury brands; they try to conform to the widely advertised ideal that physical appearance and professional success lead to happiness in life. Against this backdrop, consumer vanity reflects the impact of a society's cultural values. To enhance the current understanding of vanity-related consumer attitudes and behaviour, the main contribution of the present paper is to examine the relationship between consumer vanity and luxury consumption in a cross-cultural comparison. Based on a conceptual model that links the multidimensional constructs of consumer vanity and luxury consumption, we drew a sample from an individualistic country (Germany, n = 244) and a collectivist country (Poland, n = 333). The study's results support the predicted relationships between consumer vanity and luxury consumption in both cultures. In addition, the results show that culture has an impact on the relationship between consumer vanity and luxury consumption and their drivers.

개인적 특성과 사회적 기능 태도가 명품 구매의도에 미치는 영향

Abstract This study investigates the motivations to purchase luxury brands by examining how individual characteri-stics (need for uniqueness, self-monitoring, and vanity) influence affective luxury brand attitudes and pur-chase intentions through two social function attitudes (self-expression attitude and self-presentation attitude)based on the functional theory of attitudes. On-line surveys were implemented and 314 consumers betweenthe ages of 20 and 50 were recruited. Using SPSS 18.0 and AMOS 18.0, confirmatory factor analysis formeasurements and structural equation modeling analysis for hypotheses testing were implemented. The re-sults show that the need for uniqueness and self-monitoring by consumers have positive influences on self-expression and self-presentation attitudes toward luxury brands, respectively. The results indicate that theneed by consumers for uniqueness motivates a self-expression attitude toward luxury brands and that thetrait of self-monitoring motivates a self-presentation attitude toward luxury brands. Consumer vanity alsopositively influences both social function attitudes toward luxury brands. Self-expression and self-presenta-tion attitudes toward luxury brands have positive influences on luxury brand purchase intentions throughan affective attitude that facilitates a mediating role between two social function attitudes and the purchaseintentions of consumers. This research contributes to a deeper understanding of the formation process ofKorean consumers' purchase intentions for luxury brands and the literature on the role of related variables(need for uniqueness, self-monitoring, vanity, self-expression, self-presentation, affective attitude, and pur-chase intention). The findings provide a theoretical background to launch a cross-cultural study. The conclu-sion discusses the practical implications and limitations.Key words: Self-expression, Self-presentation, Need for uniqueness, Self-monitoring, Vanity; 자기표현, 자기제시, 독특성 욕구, 자기감시, 허영

Relationships among consumer vanity, gender, brand sensitivity, brand consciousness and private self‐consciousness

AbstractThe purpose of this study was to examine relationships among consumer vanity, gender, brand sensitivity, brand consciousness and private self‐consciousness within a context of social comparison theory. The four dimensions of consumer vanity are concern for and positive view of physical appearance and concern for and positive view of achievement. Participants were 400 college students (284 women; 116 men). Participants above the median in three of the four dimensions of vanity (except vanity achievement view) were more sensitive to and more conscious of brand names. Participants above (vs. below) the median in vanity achievement view scored higher on private self‐consciousness. Women scored higher on brand sensitivity, brand consciousness and private self‐consciousness than men. There was a significant correlation between brand sensitivity and brand consciousness. Results support the notion that consumers’ decisions, especially regarding brand names, may be guided by vanity‐related concerns and views.

Vanity and public self‐consciousness: a comparison of fashion consumer groups and gender

AbstractThe purpose of this study was to compare vanity and public self‐consciousness between fashion consumer groups (fashion change agents, fashion followers) and genders. Vanity has four dimensions: concern for physical appearance, a positive (perhaps inflated) view of physical appearance, concern for achievement and a positive (perhaps inflated) view of achievement. Participants (284 women; 116 men; mean age = 21.16) completed scales measuring consumer vanity, public self‐consciousness and fashion innovativeness and opinion leadership. Women scored higher on vanity physical concern, vanity achievement concern, vanity achievement view and public self‐consciousness than men. Fashion change agents scored higher on vanity physical concern, vanity physical view and public self‐consciousness than fashion followers.

A cross‐cultural comparison of consumer vanity in the People's Republic of China, South Korea and Thailand: an exploratory study

AbstractIn response to calls regarding the applicability of marketing scales in other cultures, the current study re‐examined the psychometric properties and measurement equivalence of the consumer vanity scale. The sample consisted of 723 undergraduate participants from China, South Korea and Thailand. Results revealed that the 21‐item, four‐factor (physical concern, physical view, achievement concern and achievement view) model of consumer vanity exhibited a satisfactory condition of psychometric properties across three samples. Multigroup analysis also revealed that the consumer vanity scales have partial factorial invariance. More specifically, the results as related to latent means comparison revealed that there are differences and similarities between the four dimensions of consumer vanity among Chinese, South Korean and Thai participants. Implications and future research directions are discussed.

Measuring consumer vanity: A cross‐cultural validation

AbstractGiven the unmistakable trend toward a more integrated global economy and the tremendous impact of consumer vanity on demand for countless goods and services, there exists a need for more cross‐cultural research on the important psychological construct known as consumer vanity (Netemeyer, Burton, & Lichtenstein, 1995). This article examines four components of the vanity construct: appearance concern, appearance perception, achievement concern, and achievement perception. To test the vanity construct cross‐culturally, a survey was undertaken in the United States and China. This article illustrates the use of the comprehensive analytical framework proposed by Steenkamp and Baumgartner (1998) to assess measurement invariance in cross‐cultural consumer research. The results provided a rigorous cross‐cultural validation test of the vanity scale that has implications for both academics and practitioners in cross‐cultural consumer research and marketing. © 2006 Wiley Periodicals, Inc.

Appealing to Consumer's Greed, Lust, Vanity and Envy or "The Things Nice Managers Don't Talk About"

This paper suggests that product managers are not utilizing important information about consumers' anti-social or pru- rient perception of product attributes and benefits because of sani- tized data collection and presentation. Anti-social benefits in extant consumer behavior models are explored and the systematic limita- tions in the description and managerial use of anti-social product benefits are described. Laddering methodologies are offered for probing and revealing these data and reporting them in a quantifiable form acceptable within the structure of product decision making.