The Effect of Upward Social Comparison on Status Consumption: Based on the Moderating Effect of Implicit Personality, Power Distance Belief and Comparison Target

Abstract

Abstract: This paper starts from the perspective of consumer psychology to study the relationship between upward social comparison and status consumption. Beside this, this paper discusses the boundary conditions of upward social comparison and status consumption from three aspects: individual factor, cultural factor and situational factor. This paper designs three experiments to test the relationship between upward social comparison and status consumption. Experiment 1 verifies that upward social comparison has a positive effect on status consumption. Experiment 1 also verifies that implicit personality plays a moderating role in the effect of upward social comparison on status consumption. That is, compared with incremental theorist, entity theorist is more inclined to status consumption after making upward social comparison. Experiment 2 verifies the moderating role of power distance belief in the effect of upward comparison on status consumption. That is, individual power distance belief strengthens the influence of upward social comparison on status consumption. Experiment 3 validates the moderating role of the comparison target in the effect of upward social comparison on status consumption. That is, when upward social comparison with the relevant target (vs. non-relevant target) is performed, the individual is more inclined to status consumption.

Key words: upward social comparison, status consumption, implicit personality, power distance belief, comparison target

Jin Xiaotong, Huang Ershuai, Xu Wei. The Effect of Upward Social Comparison on Status Consumption: Based on the Moderating Effect of Implicit Personality, Power Distance Belief and Comparison Target[J]. Management Review, 2020, 32(11): 151-161.

References

[1] Berger J., Ward M. Subtle Signals of Inconspicuous Consumption[J]. Journal of Consumer Research, 2010,37(4):555-569
[2] Veblen T. The Theory of the Leisure Class[M]. New York:AM Kelley Bookseller, 1899
[3] Bourdieu P. La Distinction:Critique Sociale Du Jugement[M]. Paris:Éditions Minuit, 1979
[4] Kaus W. Conspicuous Consumption and "Race":Evidence from South Africa[J]. Journal of Development Economics, 2013,100(1):63-73
[5] Mazzocco P. J., Rucker D. D., Galinsky A. D., et al. Direct and Vicarious Conspicuous Consumption:Identification with Low-Status Groups Increases the Desire for High-Status Goods[J]. Journal of Consumer Psychology, 2012,22(4):520-528
[6] 金晓彤,赵太阳,崔宏静,等. 地位感知变化对消费者地位消费行为的影响[J]. 心理学报, 2017,49(2):273-284
[7] 崔宏静,金晓彤,赵太阳,等. 自我认同对地位消费行为意愿的双路径影响机制研究[J]. 管理学报, 2016,13(7):1028-1037
[8] Lee J., Shrum L. J. Conspicuous Consumption versus Charitable Behavior in Response to Social Exclusion:A Differential Needs Explanation[J]. Journal of Consumer Research, 2012,39(3):530-544
[9] 连帅磊,孙晓军,牛更枫,等. 社交网站中的上行社会比较与抑郁的关系:一个有调节的中介模型及性别差异[J]. 心理学报, 2017,49(7):941-952
[10] O'Cass A., Mcewen H. Exploring Consumer Status and Conspicuous Consumption[J]. Journal of Consumer Behaviour, 2004,4(1):25-39
[11] 余晓敏,潘毅. 消费社会与"新生代打工妹"主体性再造[J]. 社会学研究, 2008,(3):143-171
[12] Sivanathan N., Pettit N. C. Protecting the Self through Consumption:Status Goods as Affirmational Commodities[J]. Journal of Experimental Social Psychology, 2010,46(3):564-570
[13] Festinger L. A Theory of Social Comparison Processes[J]. Human Relations, 1954,7(7):117-140
[14] Tesser A., Millar M., Moore J. Some Affective Consequences of Social Comparison and Reflection Processes:The Pain and Pleasure of Being Close[J]. Journal of Personality and Social Psychology, 1988,54(1):49-61
[15] Argo J. J., White K., Dahl D. W. Social Comparison Theory and Deception in the Interpersonal Exchange of Consumption Information[J]. Journal of Consumer Research, 2006,33(1):99-108
[16] Mussweiler T. V., Gabriel S., Bodenhausen G. V. Shifting Identities as a Strategy for Deflecting Threatening Social Comparison[J]. Journal of Personality and Social Psychology, 2000,79(3):398-409
[17] 郑晓莹,彭泗清,戴珊姗. 社会比较对炫耀性消费的影响:心理补偿的视角[J]. 营销科学学报, 2014,10(3):19-31
[18] 韩晓燕,迟毓凯. 自发社会比较中的威胁效应及自我平衡策略[J]. 心理学报, 2012,44(12):1628-1640
[19] Mandel N., Rucker D. D., Levav J., et al. The Compensatory Consumer Behavior Model:How Self-Discrepancies Drive Consumer Behavior[J]. Journal of Consumer Psychology, 2016,27(1):133-146
[20] Braun O. L., Wicklund R. A. Psychological Antecedents of Conspicuous Consumption[J]. Journal of Economic Psychology, 1989,10(2):161-187
[21] 王财玉,孙天义,何安明,等. 社会地位感知与地位消费倾向:自尊的恐惧管理[J]. 中国临床心理学杂志, 2013,21(1):74-76
[22] 李爱梅,刘楠,孙海龙,等. "内隐人格理论"与消费者决策研究述评[J]. 外国经济与管理, 2016,38(9):38-50
[23] Wong N. Y., Ahuvia A. C. Personal Taste and Family Face:Luxury Consumption in Confucian and Western Societies[J]. Psychology and Marketing, 1998,15(5):423-441
[24] Plaks J. E., Grant H., Dweck C. S. Violations of Implicit Theories and the Sense of Prediction and Control:Implications for Motivated Person Perception[J]. Journal of Personality and Social Psychology, 2005,88(2):245-261
[25] Nussbaum A. D., Dweck C. S. Defensiveness versus Remediation:Self-Theories and Modes of Self-Esteem Maintenance[J]. Personality and Social Psychology Bulletin, 2008,34(5):599-612
[26] Blackwell L. S., Trzesniewski K. H., Dweck C. S. Implicit Theories of Intelligence Predict Achievement across an Adolescent Transition:A Longitudinal Study and an Intervention[J]. Child Development, 2007,78(1):246-263
[27] John D. R., Park J. K. Mindsets Matter:Implications for Branding Research and Practice[J]. Journal of Consumer Psychology, 2015,26(1):153-160
[28] Park J. K., John D. R. Got to Get You into My Life:Do Brand Personalities Rub off on Consumers?[J]. Journal of Consumer Research, 2010,37(4):655-669
[29] Molden D. C., Plaks J., Dweck C. S. "Meaningful" Social Inferences:Effects of Implicit Theories on Inferential Processes[J]. Journal of Experimental Social Psychology, 2006,42(6):738-752
[30] Oyserman D. High Power, Low Power, and Equality:Culture Beyond Individualism and Collectivism[J]. Journal of Consumer Psychology, 2006,16(4):352-356
[31] Kim Y., Zhang Y. L. The Impact of Power-Distance Belief on Consumers' Preference for Status Brands[J]. Journal of Global Marketing, 2014,27(1):13-29
[32] Roth M. S. The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies[J]. Journal of Marketing Research, 1995,32(2):163-175
[33] Lalwani A. K., Carlos J., Tordelli., et al. Power Distance Belief and Consumers' Preference for Premium (vs. Generic) Brands:The Role of Consumers' Status and Product Type[C]. Advance in Consumer Research, 2014
[34] Gao H. C., Winterich K. P., Zhang Y. L. All That Glitters Is Not Gold:How Others' Status Influences the Effect of Power Distance Belief on Status Consumption[J]. Journal of Consumer Research, 2016,43(2):265-281
[35] LeBoeuf R. A., Estes Z. Fortunately, I'm No Einstein:Comparison Relevance as a Determinant of Behavioral Assimilation and Contrast[J]. Social Cognition, 2004,22(6):607-636
[36] Schlosser A. E., Levy E. Helping Others or Oneself:How Direction of Comparison Affects Prosocial Behavior[J]. Journal of Consumer Psychology, 2016,26(4):461-473
[37] Pelham B. W., Wachsmuth J. O. The Waxing and Waning of the Social Self:Assimilation and Contrast in Social Comparison[J]. Journal of Personality and Social Psychology, 1995,69(5):825-838
[38] Levy S. R., Stroessner S. J., Dweck C. S. Stereotype Formation and Endorsement:The Role of Implicit Theories[J]. Journal of Personality and Social Psychology, 1998,74(6):1421-1436
[39] Ordabayeva N., Chandon P. Getting Ahead of the Joneses:When Equality Increases Conspicuous Consumption among Bottom-Tier Consumers[J]. Journal of Consumer Research, 2011,38(1):27-41
[40] Hayes A. F. Introduction to Mediation, Moderation and Conditional Process Analysis:A Regression-Based Approach[J]. Journal of Educational Measurement, 2013,51(3):335-337
[41] DuBois D., Rucker D. D., Galinsky A. D. Super Size Me:Product Size as a Signal of Status[J]. Journal of Consumer Research, 2012,38(6):1047-1062
[42] Martinot D., Redersdorff F., Guimond S., et al. Ingroup versus Outgroup Comparisons and Self-Esteem:The Role of Group Status and Ingroup Identification[J]. Personality and Social Psychology Bulletin, 2002,28(11):1586-1600
[43] Yoo B., Donthu N., Lenartz T. Measuring Hofstede's Five Dimensions of Cultural Values at the Individual Level:Development and Validation of CVSCALE[J]. Journal of International Consumer Marketing, 2011,23(3-4):193-210
[44] Rucker D., Galinsky A. Conspicuous Consumption versus Utilitarian Ideals:How Different Levels of Power Shape Consumer Behavior[J]. Journal of Experimental Social Psychology, 2009,45(3):549-555