Exploring consumer status and conspicuous consumption

Abstract

In 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.