IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v170y2024ics0148296323006665.html
   My bibliography  Save this article

Stand out or fit in: Understanding consumer minimalism from a social comparison perspective

Author

Listed:
  • Chen, Siyun
  • Kou, Sining
  • Lv, Linxiang

Abstract

Consumer minimalism has been gaining popularity globally over the past few years. Drawing from social comparison theory, the current research investigates how social comparison affects minimalist consumption (i.e., reduced possessions and mindful purchases). Specifically, four studies convergently show that consumers who make downward (vs. upward) social comparisons are more (vs. less) likely to engage in minimalist consumption (Study 1). Notably, status (vs. affiliation) motives mediate this effect (Study 2). Furthermore, the core effect will be strengthened among consumers with strong (vs. weak) spending-implies-wealth (SIW) beliefs (Studies 3 and 4). In addition to contributing to the literature on social comparison and consumer minimalism, these findings also suggest new insights for managers and policymakers to promote minimalist campaigns and consequently facilitate sustainable marketing.

Suggested Citation

  • Chen, Siyun & Kou, Sining & Lv, Linxiang, 2024. "Stand out or fit in: Understanding consumer minimalism from a social comparison perspective," Journal of Business Research, Elsevier, vol. 170(C).
    • Handle: RePEc:eee:jbrese:v:170:y:2024:i:c:s0148296323006665
    DOI: 10.1016/j.jbusres.2023.114307
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296323006665
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2023.114307?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jennifer J. Argo & Katherine White & Darren W. Dahl, 2006. "Social Comparison Theory and Deception in the Interpersonal Exchange of Consumption Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 99-108, June.
    2. Nailya Ordabayeva & Pierre Chandon, 2011. "Getting Ahead of the Joneses: When Equality Increases Conspicuous Consumption among Bottom-Tier Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(1), pages 27-41.
    3. Zheng, Xiaoying & Baskin, Ernest & Peng, Siqing, 2018. "Feeling inferior, showing off: The effect of nonmaterial social comparisons on conspicuous consumption," Journal of Business Research, Elsevier, vol. 90(C), pages 196-205.
    4. Hüttel, Alexandra & Balderjahn, Ingo & Hoffmann, Stefan, 2020. "Welfare Beyond Consumption: The Benefits of Having Less," Ecological Economics, Elsevier, vol. 176(C).
    5. Shukla, Paurav & Rosendo-Rios, Veronica, 2021. "Intra and inter-country comparative effects of symbolic motivations on luxury purchase intentions in emerging markets," International Business Review, Elsevier, vol. 30(1).
    6. Ekinci, Yuksel & Sirakaya-Turk, Ercan & Preciado, Sandra, 2013. "Symbolic consumption of tourism destination brands," Journal of Business Research, Elsevier, vol. 66(6), pages 711-718.
    7. Heather Barry Kappes & Joe J Gladstone & Hal E Hershfield & J. Jeffrey Inman & Ashwani Monga, 2021. "Beliefs about Whether Spending Implies Wealth," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(1), pages 1-21.
    8. Anne V Wilson & Silvia Bellezza, 2022. "Consumer Minimalism [Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(5), pages 796-816.
    9. Shukla, Paurav & Rosendo-Rios, Veronica & Khalifa, Dina, 2022. "Is luxury democratization impactful? Its moderating effect between value perceptions and consumer purchase intentions," Journal of Business Research, Elsevier, vol. 139(C), pages 782-793.
    10. Bove, Liliana L. & Nagpal, Anish & Dorsett, Adlai David S., 2009. "Exploring the determinants of the frugal shopper," Journal of Retailing and Consumer Services, Elsevier, vol. 16(4), pages 291-297.
    11. Yunlu Yin & Zhongqiang (Tak) Huang, 2022. "Social-Jetlagged Consumers and Decreased Conspicuous Consumption [Circadian Typology: A Comprehensive Review]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(4), pages 616-633.
    12. Felix Septianto & Yuri Seo & Amy Christine Errmann, 2021. "Distinct Effects of Pride and Gratitude Appeals on Sustainable Luxury Brands," Journal of Business Ethics, Springer, vol. 169(2), pages 211-224, March.
    13. Zheng, Xiaoying & Xu, Jing & Shen, Hao, 2022. "To be respected or liked: The influence of social comparisons on consumer preference for competence- versus warmth-oriented products," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 170-189.
    14. Marcelo Vinhal Nepomuceno & Michel Laroche, 2017. "When Materialists Intend to Resist Consumption: The Moderating Role of Self-Control and Long-Term Orientation," Journal of Business Ethics, Springer, vol. 143(3), pages 467-483, July.
    15. Wilson Bastos & Merrie Brucks, 2017. "How and Why Conversational Value Leads to Happiness for Experiential and Material Purchases," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 598-612.
    16. Wendy De La Rosa & Stephanie M Tully, 2022. "The Impact of Payment Frequency on Consumer Spending and Subjective Wealth Perceptions [Pursuing the Value-Conscious Consumer: Store Brands versus National Brand Promotions]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(6), pages 991-1009.
    17. Pangarkar, Aniruddha & Shukla, Paurav & Taylor, Charles R. “Ray”, 2021. "Minimalism in consumption: A typology and brand engagement strategies," Journal of Business Research, Elsevier, vol. 127(C), pages 167-178.
    18. Derek D. Rucker & Adam D. Galinsky, 2008. "Desire to Acquire: Powerlessness and Compensatory Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(2), pages 257-267, April.
    19. Markus Christen & Ruskin Morgan, 2005. "Keeping Up With the Joneses: Analyzing the Effect of Income Inequality on Consumer Borrowing," Quantitative Marketing and Economics (QME), Springer, vol. 3(2), pages 145-173, June.
    20. Edith Shalev & Vicki G. Morwitz, 2012. "Influence via Comparison-Driven Self-Evaluation and Restoration: The Case of the Low-Status Influencer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(5), pages 964-980.
    21. Chen, Siyun & Ahlstrom, David & Xiao, Tingwen, 2023. "Too complex to handle: Goal conflict and tourist preference for simple aesthetics," Annals of Tourism Research, Elsevier, vol. 102(C).
    22. repec:sae:envval:v:22:y:2013:i:2:p:287-308 is not listed on IDEAS
    23. Siyun Chen & Haiying Wei, 2023. "Linking Temporal Landmarks to Voluntary Simplicity: The Mediating Roles of Self-Transcendence and Self-Enhancement," Journal of Business Ethics, Springer, vol. 188(4), pages 693-708, December.
    24. S. A. Rich & B. J. Wright & P. C. Bennett, 2020. "Development of the Voluntary Simplicity Engagement Scale: Measuring Low-Consumption Lifestyles," Journal of Consumer Policy, Springer, vol. 43(2), pages 295-313, June.
    25. Dongjin He & Yuwei Jiang & Gerald J Gorn, 2022. "Hiding in the Crowd: Secrecy Compels Consumer Conformity [Manipulating Personal Salience: The Effects of Performance Expectations on Physical Positioning]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(6), pages 1032-1049.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Siyun Chen & Haiying Wei, 2023. "Linking Temporal Landmarks to Voluntary Simplicity: The Mediating Roles of Self-Transcendence and Self-Enhancement," Journal of Business Ethics, Springer, vol. 188(4), pages 693-708, December.
    2. Pangarkar, Aniruddha & Patel, Jayesh & Kumar, Sampath K., 2023. "Drivers of eWOM engagement on social media for luxury consumers: Analysis, implications, and future research directions," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    3. Wang, Yajin, 2022. "A conceptual framework of contemporary luxury consumption," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 788-803.
    4. Park, Sehoon & Kim, Chaeyeong & Park, Jane, 2023. "How power distance belief, self-construal, and relationship norms impact conspicuous consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Wang, Wangshuai & Ma, Tianjiao & Li, Jie & Zhang, Mo, 2020. "The pauper wears prada? How debt stress promotes luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    6. Didem Kurt & Francesca Gino, 2023. "Income inequality and consumer preference for private labels versus national brands," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 463-479, March.
    7. Ohara,Moriki & Pulikkamath,Ashraf, 2024. "Hierarchy of Consumer Demand and Industrial Development in China and India: A Comparison of Automobile Consumption in Shandong and Tamil Nadu," IDE Discussion Papers 923, Institute of Developing Economies, Japan External Trade Organization(JETRO).
    8. Huachao Gao & Karen Page Winterich & Yinlong Zhang, 2016. "All That Glitters Is Not Gold: How Others’ Status Influences the Effect of Power Distance Belief on Status Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 265-281.
    9. Gong, Siyu & Suo, Danni & Peverelli, Peter, 2023. "Maintaining the order: How social crowding promotes minimalistic consumption practice," Journal of Business Research, Elsevier, vol. 160(C).
    10. F. Ziesemer & A. Hüttel & I. Balderjahn, 2021. "Young People as Drivers or Inhibitors of the Sustainability Movement: The Case of Anti-Consumption," Journal of Consumer Policy, Springer, vol. 44(3), pages 427-453, September.
    11. Jaikumar, Saravana & Singh, Ramendra & Sarin, Ankur, 2018. "‘I show off, so I am well off’: Subjective economic well-being and conspicuous consumption in an emerging economy," Journal of Business Research, Elsevier, vol. 86(C), pages 386-393.
    12. Boisvert, Jean & Christodoulides, George & Sajid Khan, M., 2023. "Toward a better understanding of key determinants and consequences of masstige consumption," Journal of Business Research, Elsevier, vol. 161(C).
    13. Rosendo-Rios, Veronica & Shukla, Paurav, 2023. "When luxury democratizes: Exploring the effects of luxury democratization, hedonic value and instrumental self-presentation on traditional luxury consumers’ behavioral intentions," Journal of Business Research, Elsevier, vol. 155(PB).
    14. Ying’ai Piao & Meiru Li & Hongyuan Sun & Ying Yang, 2023. "Income Inequality, Household Debt, and Consumption Growth in the United States," Sustainability, MDPI, vol. 15(5), pages 1-13, February.
    15. M. Joseph Sirgy & Muzaffer Uysal & Stefan Kruger, 2017. "Towards a Benefits Theory of Leisure Well-Being," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 12(1), pages 205-228, March.
    16. Zhang, Mingyue & Zhao, Haichuan & Chen, Haipeng (Allan), 2022. "How much is a picture worth? Online review picture background and its impact on purchase intention," Journal of Business Research, Elsevier, vol. 139(C), pages 134-144.
    17. Zheng, Xiaoying & Xu, Jing & Shen, Hao, 2022. "To be respected or liked: The influence of social comparisons on consumer preference for competence- versus warmth-oriented products," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 170-189.
    18. Kappes, Heather Barry & Campbell, Rebecca & Ivchenko, Andriy, 2023. "Scarcity and predictability of income over time: experimental games as a way to study consumption smoothing," LSE Research Online Documents on Economics 119423, London School of Economics and Political Science, LSE Library.
    19. Sunyee Yoon & Hyeongmin Christian Kim & Vicki MorwitzEditor & Simona BottiAssociate Editor, 2018. "Feeling Economically Stuck: The Effect of Perceived Economic Mobility and Socioeconomic Status on Variety Seeking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 1141-1156.
    20. Anat Keinan & Ran Kivetz & Oded Netzer, 2016. "The Functional Alibi," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(4), pages 479-496.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:170:y:2024:i:c:s0148296323006665. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.