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Feeling inferior, showing off: The effect of nonmaterial social comparisons on conspicuous consumption
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Social comparison increases the tendency of consumers with low self-concept clarity to engage in conspicuous consumption.
“We can infer from previous studies that self-concept clarity negatively affects conspicuous consumption (Chakraborty & Chattaraman, 2025), social comparison increases the tendency of consumers with low self-concept clarity to engage in conspicuous consumption (Zheng et al., 2018), self-uncertainty increases the tendency towards conspicuous consumption (Wang et al., 2023), and individuals with low”
From The Moderating Role of Self-Concept Clarity in the Relationship between Susceptibility to Interpersonal Influence and Conspicuous Consumption (2026) · cites this paper as Zheng et al., 2018
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Tesser, A. (1988) · Advances in Experimental Social Psychology · doi:10.1016/s0065-2601(08)60227-0 · Cited by 1,878
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Cited by
Sorted by citations
Bharti, M., Suneja, V., & Bharti, M. (2022) · Personality and Individual Differences · doi:10.1016/j.paid.2021.111215 · Cited by 44
(2026) · International Journal of Marketing, Communication and New Media · doi:10.54663/2182-9306.2026.v.14.n.26.204-227
Metadata
- Authors
- Zheng, X., Baskin, E., & Peng, S.
- Affiliations
- Nankai University (CN)
- Saint Joseph's University (US)
- Peking University (CN)
- Corresponding author
- Zheng, Xiaoying
- Venue
- Journal of Business Research
- Publisher
- Elsevier BV
- Published
- 2018-09
- Volume
- 90
- Pages
- 196-205
- ISSN
- 0148-2963 (ISSN-L)
- OpenAlex
- W2803545034
- Cited by
- 139
- References
- 4
- Citations by year
- 2026: 13 · 2025: 28 · 2024: 32 · 2023: 19 · 2022: 15 · 2021: 15 · 2020: 13 · 2019: 4
- FWCI
- 11.25
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Business Research (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Funders
- National Natural Science Foundation of China (71602093, 71372025)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- conspicuous consumption, keeping up with the Joneses, compensatory consumption, social comparison theory, self-concept, inferiority, consumer spending behavior
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