Exploring consumer status and conspicuous consumption

Journal of Consumer Behaviour - Tập 4 Số 1 - Trang 25-39 - 2004
Aron O’Cass1,2, Hmily McEwen3,2
1Aron O'Cass: is Chair of Marketing at the Newcastle Graduate School of Business (NGSB), the University of Newcastle, Australia. He holds a Bachelor of Commerce and Master of Business, majoring in marketing, and a PhD in consumer behaviour. He has published on brand perceptions, consumer behaviour, political marketing, voter behaviour, export marketing, fashion and numerous other issues, appearing in journals such as the European Journal of Marketing, Journal of Economic Psychology, Journal of Product & Brand Management, Journal of Vacation Marketing, Journal of Advertising, Journal of Consumer Behaviour and others.
2Newcastle Graduate School of Business, University House, The University of Newcastle, Callaghan NSW 2308, Australia
3Hmily McEwen: (previously Frost) currently works for Suncorp as an Analyst for the Group Customer Value division. This role drives revenues synergies and cross sell initiatives. Prior to Suncorp, Hmily worked for ENERGEX Retail as Business Sales Market Analyst working closely with the Business Sales team in developing acquisition and retention initiatives, identifying profitable market segments and assessing interstate opportunities. Hmily also spent time working for a multinational research firm on quantitative and qualitative projects, working for clients such as Telstra, Queensland Rail, Griffith University and Brisbane Markets. Hmily achieved an Honours degree in a Bachelor of Business, majoring in marketing, at Griffith University.

Tóm tắt

AbstractIn seeking to expand an understanding of consumption, this study assesses the relationship between status consumption and conspicuous consumption. Theoretically, the relationship between status consumption and conspicuous consumption is problematic and, therefore, the main focus of this paper examines the theoretical and empirical separation of consumers' status consumption and conspicuous consumption. Data were gathered via a survey of individuals aged between 18 and 25. The findings indicate that status consumption and conspicuous consumption are distinct constructs. Differences in status consumption tendencies between males and females were not found; however, in relation to conspicuous consumption gender differences were found. Status consumption was affected by self‐monitoring and interpersonal influences, but conspicuous consumption was affected only by interpersonal influences. The brands examined also clearly differed in terms of status and conspicuous consumption perceptions. Copyright © 2004 Henry Stewart Publications Ltd.

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Journal of Consumer Behaviour

Tập 4 Số 1

25-39

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