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Status consumption in newly emerging countries: The influence of personality traits and the mediating role of motivation to consume conspicuously

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  • Nabi, Nazia
  • O’Cass, Aron
  • Siahtiri, Vida

Abstract

In emerging countries, individuals’ tendency to consume status products to display their wealth and new lifestyle is rising. To unlock the underlmathying reasons for consuming status products in emerging countries, this study brings attention to the mediating role of motivation to consume conspicuously as a missing link between consumers’ personality traits - susceptibility to interpersonal influence, need for uniqueness and status consumption. Using social identity and social comparison theory and drawing on data from 269 Bangladeshi individuals, we found that status consumption is positively influenced by susceptibility to interpersonal influence and need for uniqueness. We also found that the relationship between susceptibility to interpersonal influence and status consumption is partially mediated by the motivation to consume conspicuously. However, the results show that the relationship between need for uniqueness and status consumption is not mediated by the motivation to consume conspicuously.

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  • Nabi, Nazia & O’Cass, Aron & Siahtiri, Vida, 2019. "Status consumption in newly emerging countries: The influence of personality traits and the mediating role of motivation to consume conspicuously," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 173-178.
    • Handle: RePEc:eee:joreco:v:46:y:2019:i:c:p:173-178
    DOI: 10.1016/j.jretconser.2017.09.009
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    3. Nabi, Nazia & Siahtiri, Vida & O'Cass, Aron, 2019. "In search of status: Unpacking the relationship of status with individualism-collectivism, counterconformity motivations and life satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 378-386.
    4. Wu, Hung-Che & Ai, Chi-Han & Cheng, Ching-Chan, 2019. "Experiential quality, experiential psychological states and experiential outcomes in an unmanned convenience store," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 409-420.
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    6. Fethi Klabi, 2020. "To what extent do conspicuous consumption and status consumption reinforce the effect of self-image congruence on emotional brand attachment? Evidence from the Kingdom of Saudi Arabia," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(2), pages 99-117, June.
    7. Singh, Jaskaran & Singh, Gurbir & Kumar, Satinder & Mathur, Ajeet N., 2021. "Religious influences in unrestrained consumer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    8. Aw, Eugene Cheng-Xi & Chuah, Stephanie Hui-Wen & Sabri, Mohamad Fazli & Kamal Basha, Norazlyn, 2021. "Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    9. He, Yue & Mo, Zan & Wan, Xiuqi & Li, Mengyin & Fu, Huijian, 2023. "Who will embrace upward line extension? The role of power distance belief," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    10. Arora, Anuja & Bansal, Shivam & Kandpal, Chandrashekhar & Aswani, Reema & Dwivedi, Yogesh, 2019. "Measuring social media influencer index- insights from facebook, Twitter and Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 86-101.
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