IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v24y2023i2p229-242.html
   My bibliography  Save this article

Gender Differences in Millennial Consumers of Latin America Associated with Conspicuous Consumption of New Luxury Goods

Author

Listed:
  • Gustavo Barrera Verdugo
  • Héctor R. Ponce

Abstract

Conspicuous consumption has been studied in the millennial generation in the United States and Asia; in Latin America, however, it has scarcely been analysed. The purpose of this study is to examine whether conspicuous motivations in millennial consumers are more prominent in men than in women associated with the consumption of new luxury goods in Latin America. A survey was developed to measure conspicuous motivation, more specifically, bandwagon and snob effects. It was responded by 712 university students located in five different cities in Chile. The findings of the study showed that the bandwagon and snob motivations were higher in men than in women. Men also showed a greater tendency than women to purchase and use new luxury products in social contexts. These results suggest that managers could adjust their marketing strategies to better target millennial consumers of new luxury products.

Suggested Citation

  • Gustavo Barrera Verdugo & Héctor R. Ponce, 2023. "Gender Differences in Millennial Consumers of Latin America Associated with Conspicuous Consumption of New Luxury Goods," Global Business Review, International Management Institute, vol. 24(2), pages 229-242, April.
    • Handle: RePEc:sae:globus:v:24:y:2023:i:2:p:229-242
    DOI: 10.1177/0972150920909002
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972150920909002
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972150920909002?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
    ---><---

    References listed on IDEAS

    as
    1. David Clingingsmith & Roman M. Sheremeta, 2018. "Status and the demand for visible goods: experimental evidence on conspicuous consumption," Experimental Economics, Springer;Economic Science Association, vol. 21(4), pages 877-904, December.
    2. Dittmar, Helga, 1994. "Material possessions as stereotypes: Material images of different socio-economic groups," Journal of Economic Psychology, Elsevier, vol. 15(4), pages 561-585, December.
    3. Ko, Eunju & Costello, John P. & Taylor, Charles R., 2019. "What is a luxury brand? A new definition and review of the literature," Journal of Business Research, Elsevier, vol. 99(C), pages 405-413.
    4. Roux, Elyette & Tafani, Eric & Vigneron, Franck, 2017. "Values associated with luxury brand consumption and the role of gender," Journal of Business Research, Elsevier, vol. 71(C), pages 102-113.
    5. Truong, Yann & McColl, Rod, 2011. "Intrinsic motivations, self-esteem, and luxury goods consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 555-561.
    6. Elyette Roux & Eric Tafani & Franck Vigneron, 2017. "Values associated with luxury brand consumption and the role of gender," Post-Print hal-01464979, HAL.
    7. Jean-Noël Kapferer & Anne Michaut-Denizeau, 2020. "Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 35-47, January.
    8. Andrew B. Trigg, 2001. "Veblen, Bourdieu, and Conspicuous Consumption," Journal of Economic Issues, Taylor & Francis Journals, vol. 35(1), pages 99-115, March.
    9. Amatulli, Cesare & Guido, Gianluigi & Nataraajan, Rajan, 2015. "Luxury purchasing among older consumers: exploring inferences about cognitive Age, status, and style motivations," Journal of Business Research, Elsevier, vol. 68(9), pages 1945-1952.
    10. Jean-Noël Kapferer & Vincent Bastien, 2009. "The specificity of luxury management: Turning marketing upside down," Post-Print hal-00493180, HAL.
    11. H. Leibenstein, 1950. "Bandwagon, Snob, and Veblen Effects in the Theory of Consumers' Demand," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 64(2), pages 183-207.
    12. Stokburger-Sauer, Nicola E. & Teichmann, Karin, 2013. "Is luxury just a female thing? The role of gender in luxury brand consumption," Journal of Business Research, Elsevier, vol. 66(7), pages 889-896.
    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. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Haque, Tanjum, 2022. "From silos to synergies: A systematic review of luxury in marketing research," Journal of Business Research, Elsevier, vol. 139(C), pages 893-907.
    2. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    3. Sharma, Purva & Srivastava, Ankur & Sharma, Veenu & Singh, Nidhi & Nijjer, Shivinder, 2024. "Understanding consumer repurchase intentions towards luxury retail brands: Evidence from an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. Shahid, Shadma & Paul, Justin, 2021. "Intrinsic motivation of luxury consumers in an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    5. Chandon, Jean-Louis & Laurent, Gilles & Lambert-Pandraud, Raphaëlle, 2022. "Battling for consumer memory: Assessing brand exclusiveness and brand dominance from citation-list," Journal of Business Research, Elsevier, vol. 145(C), pages 468-481.
    6. Kumar, Bipul & Bagozzi, Richard P. & Manrai, Ajay K. & Manrai, Lalita A., 2022. "Conspicuous consumption: A meta-analytic review of its antecedents, consequences, and moderators," Journal of Retailing, Elsevier, vol. 98(3), pages 471-485.
    7. Kauppinen-Räisänen, Hannele & Björk, Peter & Lönnström, Alexandra & Jauffret, Marie-Nathalie, 2018. "How consumers' need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper," Journal of Business Research, Elsevier, vol. 84(C), pages 72-81.
    8. Purohit, Sonal & Radia, Karan Nilesh, 2022. "Conceptualizing masstige buying behavior: A mixed-method approach," Journal of Business Research, Elsevier, vol. 142(C), pages 886-898.
    9. Kilsheimer Eastman, Jacqueline & Iyer, Rajesh & Babin, Barry, 2022. "Luxury not for the masses: Measuring inconspicuous luxury motivations," Journal of Business Research, Elsevier, vol. 145(C), pages 509-523.
    10. Alev Kocak Alan & Inci Dursun & Ebru Tumer Kabadayi & Kenan Aydin & Fikret Anlagan, 2016. "What Influences the Repurchase Intention for Luxury Brands?-The Relative Impacts of Luxury Value Dimensions," International Business Research, Canadian Center of Science and Education, vol. 9(5), pages 11-24, May.
    11. Chapman, Alexis & Dilmperi, Athina, 2022. "Luxury brand value co-creation with online brand communities in the service encounter," Journal of Business Research, Elsevier, vol. 144(C), pages 902-921.
    12. Alain Debenedetti, 2021. "Luxury stores as home-like places: How domestic meanings are staged and mobilized in luxury retail," Post-Print hal-03171771, HAL.
    13. Stępień Beata, 2018. "Snobbish Bandwagoners: Ambiguity of Luxury Goods’ Perception," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(1), pages 79-99, March.
    14. Marko Lah & Andrej Sušjan, 2024. "A Heterodox Approach to Masstige: Brand Fetishism, Corporate Pricing, and Rules of Consumer Choice," Review of Radical Political Economics, Union for Radical Political Economics, vol. 56(2), pages 214-232, June.
    15. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Saboo, Alok R., 2020. "Identifying the drivers of luxury brand sales in emerging markets: An exploratory study," Journal of Business Research, Elsevier, vol. 111(C), pages 25-40.
    16. Inwon Kang & Haixin Cui & Jeyoung Son, 2019. "Conformity Consumption Behavior and FoMO," Sustainability, MDPI, vol. 11(17), pages 1-18, August.
    17. Hamelin, Nicolas & Thaichon, Park, 2016. "Consumer motives and impact of western media on the Moroccan luxury buyer," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 164-170.
    18. Pillai, Kishore Gopalakrishna & Nair, Smitha R., 2021. "The effect of social comparison orientation on luxury purchase intentions," Journal of Business Research, Elsevier, vol. 134(C), pages 89-100.
    19. Mbaye Fall Diallo & Norchène Ben Dahmane Mouelhi & Mahesh Gadekar & Marie Schill, 2021. "CSR Actions, Brand Value, and Willingness to Pay a Premium Price for Luxury Brands: Does Long-Term Orientation Matter?," Journal of Business Ethics, Springer, vol. 169(2), pages 241-260, March.
    20. Rubal Rathi & Ruchi Garg & Aakanksha Kataria & Ritu Chhikara, 2022. "Evolution of luxury marketing landscape: a bibliometric analysis and future directions," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 241-257, May.

    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:sae:globus:v:24:y:2023:i:2:p:229-242. 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: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    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.