What is it about?

This paper attempts to explain how peoples idea abour self, their undersanding of social structure effects their intention for status consumption.

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Why is it important?

Highlights Individuals' interpretation of the world (i.e., self-construal) influences their consumption decisions including status consumption; however, it is under researched. This study investigates the effects of self-construal on the intention for status consumption through a moderated mediation mechanism including social comparison as mediator and materialism as moderator.The findings showed independent self-construal directly enhances intention for status consumption but interdependent self-construal enhances it via social comparison. Social comparison drives intention for status consumption among interdependent self-construal people at low materialistic levels but not at high materialistic levels. This study provides several implications for theory and practice.

Perspectives

How your thinking of role of others in your life affects your consumption of status.

Dr. Manish Das
Tripura University

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This page is a summary of: How self-construal drives intention for status consumption: A moderated mediated mechanism, Journal of Retailing and Consumer Services, July 2020, Elsevier, DOI: 10.1016/j.jretconser.2020.102065.
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