eISSN: 2353-561X
ISSN: 2353-4192
Current Issues in Personality Psychology
Current issue Archive Articles in press About the journal Abstracting and indexing Contact Instructions for authors


1/2018
vol. 6
 
Share:
Share:
more
 
 
abstract:
Original paper

An experimental study of the bandwagon effect in conspicuous consumption

Małgorzata Niesiobędzka

Current Issues in Personality Psychology, 6(1), 26–33
Online publish date: 2017/05/25
View full text
Get citation
ENW
EndNote
BIB
JabRef, Mendeley
RIS
Papers, Reference Manager, RefWorks, Zotero
AMA
APA
Chicago
Harvard
MLA
Vancouver
 
Background

The phenomenon of conspicuous consumption is not new. Veblen (1994, 1899) described conspicuous consumption as expensive, luxury consumption, which provides evidence of wealth and status. In post-modern society the primary objects of consumption have become images and experience used by the middle class and the masses to demonstrate uniqueness or similarity with significant others. This paper focuses on the bandwagon effect in conspicuous consumption. In the study the bandwagon effect is treated as increased demand for luxury goods due to their popularity, especially among famous people.



Participants and procedure

Three studies were carried out. The samples consisted of 60 teenagers, 76 female students and 73 students and postgraduate students. The concept of the aspirational group was induced through the advertisement of a luxury product with reference to famous people and by direct reference to the aspirational group. Three different methods to measure a propensity to conspicuous consumption were applied: the amount of money spent on the luxury product, the size of the luxury brand logo, and the doubling of the luxury brand logo.



Results

The results show that the activation of the idea of the aspirational group enhances willingness to pay more for a luxury product, to double the luxury brand logo and the preference for a visible luxury brand logo at a tendency level.



Conclusions

The results experimentally supported the bandwagon effect within luxury conspicuous consumption previously established in correlative studies.
keywords:

conspicuous consumption; the bandwagon effect; aspirational group; experiment

references:
Amaldoss, W., & Jain, S. (2005). Conspicuous consumption and sophisticated thinking. Management Science, 51, 1449–1466. doi: 10.1287/mnsc.1050.0399
Amatulli, C., Guido, G., & Nataraajan, R. (2015). Luxury purchasing among older consumers: exploring inferences about cognitive age, status, and style motivations. Journal of Business Research, 68, 1945–1952. doi: 10.1016/j.jbusres.2015.01.004
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9, 183–194.
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15, 473–481.
Chaudhuri, H. R., & Majumdar, S. (2006). Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review, 11, 1–18.
Chaudhuri, H. R, & Majumdar, S. (2010). Conspicuous consumption: Is That All Bad? Investigating the Alternative Paradigm. The Journal for Decision Makers, 35, 53–59.
Coulter, R. A., Price, L. L., & Feick, L. (2003). Rethinking the origins of involvement and brand commitment. Journal of Consumer Research, 30, 151–182.
Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influenced upon individual judgment. Journal of Abnormal Social Psychology, 51, 624–636.
Friehe, T., & Mechtel, M. (2014). Conspicuous Consumption and Political Regimes: Evidence from East and West Germany. European Economic Review, 67, 62–81. doi: 10.1016/j.euroecorev.2014.01.005
Gierl, H., & Huettl, V. (2010). Are scarce products always more attractive? The interaction of different types of scarcity signals with products’ suitability for conspicuous consumption. International Journal of Research in Marketing, 27, 225–235.
Gil, L. A., Kwon, K. N, Good, L. K., & Johnson, L. W. (2012). Impact of self on attitudes toward luxury brands among teens. Journal of Business Research, 65, 1425–1433. doi: 10.1016/j.jbusres.2011.10.008
Granot, E., Toya, L., Russell, M., & Brashear-Alejandro, T. G. (2013). Populence: Exploring Luxury for the Masses. Journal of Marketing Theory and Practice, 21, 31–44. doi: 10.2753/MTP1069-6679210102
Grimm, P. E., Agrawal, J., & Richardson, P. S. (1999). Product Conspicuousness and Buying Motives as Determinants of Reference Group Influences. Advances in Consumer Research, 4, 97–103.
Griskevicius, V., Tybur, J. M., Sundie, J. M., Cialdini, R. B., Miller, G. F., Kenrick, D. T. (2007). Blatant Benevolence and Conspicuous Consumption: When Romantic Motives Elicit Strategic Costly Signals. Journal of Personality and Social Psychology, 93, 85–102. doi: 10.1037/0022-3514.93.1.85
Hansen, J., & Wänke, M. (2011). The abstractness of luxury. Journal of Economic Psychology, 32, 789–796. doi: 10.1016/j.joep.2011.05.005
Heffetz, O. (2004). Conspicuous Consumption and the Visibility of Consumer Expenditures. Working Paper, Princeton University (http://forum.johnson.cornell.edu/faculty/heffetz/papers/conspicuous.pdf) [access: 20.08.2014].
Hemetsberger, A., von Wallpach, S., & Bauer, M. (2012). I’m Worth It’ – Luxury and the Construction of Consumers’ Selves. Advances in Consumer Research, 40, 483–489.
Kastanakis, M. N., & Balabanis, G. (2012). Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior. Journal of Business Research, 65, 1399–1407. doi: 10.1016/j.jbusres.2011.10.005
Kastanakis, M. N., & Balabanis, G. (2014). Exploration variation in conspicuous luxury consumption: An individual differences’ perspective. Journal of Business Research, 67, 2147–2154. doi: 10.1016/j.jbusres.2014.04.024
Kaus, W. (2013). Conspicuous consumption and “race”: Evidence from South Africa. Journal of Development Economics, 100, 63–73. doi: 10.1016/j.jdeveco.2012.07.004
Kim, D., & Jang, S. (2014). Motivational drivers for status consumption: A study of Generation Y consumers. International Journal of Hospitality Management, 38, 39–47. doi: 10.1016/j.ijhm.2013.12.003
Leibenstein, H. (1950). Bandwagon, Snob, and Veblen effects in the theory of consumers’ demand. Quarterly Journal of Economics, 64, 183–207.
Lee, J., & Shrum, J. (2012). Conspicuous Consumption versus Charitable Behavior in Response to Social Exclusion: A Differential Needs Explanation. Journal of Consumer Research, 39, 3, 530–544.
Lens, I., Driesman, S. K., Pandelaere, M., & Janssens, K. (2012). Would male conspicuous consumption capture the female eye? Menstrual cycle effects on women’s attention to status products. Journal of Experimental Social Psychology, 48, 346–349. doi: 10.1016/j.jesp.2011.06.004
Lindenberg, S., Joly, J. F., & Stapel, D. A. (2011). The Norm-Activating Power of Celebrity: The Dynamics of Success and Influence. Social Psychology Quarterly, 74, 98–120. doi: 10.1177/0190272511398208
Mazzocco, P. J., Rucker, D. D., Galinsky, A. M., & Andreson, E. T. (2012). Direct and vicarious conspicuous consumption: Identification with low-status groups increases the desire for high-status goods. Journal of Consumer Psychology, 22, 520–528. doi: 10.1016/j.jcps.2012.07.002
McGuire, W. J. (1968). Personality and Susceptibility to Social Influence. In O. P. John, R. W. Robins & L. A. Pervin (eds.), Handbook of Personality Theory and Research (3rd ed.). New York: Guilford Press.
Nelissen, R. M. A., & Meijers, M. H. C. (2011). Social benefits of luxury brands as costly signals of wealth and status. Evolution and Human Behavior, 32, 343–355. doi: 10.1016/j.evolhumbehav.2010.12.002
O’Cass, A., & McEwen, H. (2006). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour, 4, 25–39. doi: 10.1002/cb.155
Ordabayeva, N., & Chandon, P. (2011). Getting ahead of the Joneses: When equality increases conspicuous consumption among bottom-tier consumers. Journal of Consumer Research, 38, 27–41. doi: 10.1086/658165
Park, C. W., & Lessig, V. P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of Consumer Research, 4, 102–110.
Putoni, S. (2001). Self-identity and purchase intention: an extension of the theory of planned behavior. European Advances in Consumer Research, 5, 130–134.
Rucker, D. D., & Galinsky, A. D. (2009). Conspicuous consumption versus utilitarian ideals: How different levels of power shape consumer behavior. Journal of Experimental Social Psychology, 45, 549–555. doi: 10.1016/j.jesp.2009.01.005
Saad, G., & Vongas, J. G. (2009). The effect of conspicuous consumption on men’s testosterone levels. Organizational Behavior and Human Decision Processes, 110, 80–92. doi: 10.1016/j.obhdp.2009.06.001
Trope, Y., & Liberman, N. (2000). Temporal construal and time – dependent changes in preference. Journal of Personality and Social Psychology, 79, 876–889. doi: 10.1037//0022-3514.79.6.876
Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological Review, 10, 403–421. doi: 10.1037/0033-295X.110.3.403
Trope, Y., & Liberman, N. (2010). Construal-level theory of psychological distance. Psychological Review, 117, 440–463. doi: 10.1037/a0018963
Truong, Y., Simmons, G., McColl, R., & Kitchen, P. J. (2008). Status and Conspicuousness – Are They Related? Strategic Marketing Implications for Luxury Brands. Journal of Strategic Marketing, 16, 189–203.
Tsai, W. S. (2005). Impact of personal orientation on luxury-brand purchase value. An international investigation. International Journal of Marker Research, 47, 429–454.
Tsai, W. S., Yang, Q., & Liu, Y. (2013). Young Chinese Consumers’ Snob and Bandwagon Luxury Consumption Preferences. Journal of International Consumer Marketing, 25, 290–304.
Tyler, F., Stillman, F., Fincham, D., Vohs, K. D., Lambert, N. L., & Christa, A. P. (2012). The material and immaterial in conflict: Spirituality reduces conspicuous consumption. Journal of Economic Psychology, 33, 1–7.
Yeoman, I. (2010). The changing behaviours of luxury consumption. Journal of Revenue and Pricing Management, 10, 47–50. doi: 10.1057/rpm.2010.4
Veblen, T. (1899, 1994). The Theory of the Leisure Class. New York: Macmillan.
Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 9, 1–14.
Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11, 484–506. doi: 10.1057/palgrave.bm.2540194
Wang, Y., & Griskevicius, V. (2014). Conspicuous Consumption, Relationships and Rivals: Women’s Luxury Products as Signals to Other Women. Journal of Consumer Research, 40, 5, 834, 854. doi: 10.1086/673256
Wong, N. Y., & Ahuvia, A. C. (1998). Personal taste and family face: luxury consumption in Confucian and Western societies. Psychology & Marketing, 15, 423–432.
Zhan, L., & He, Y. (2012). Understanding luxury consumption in China: Consumer perceptions of best-known brands. Journal of Business Research, 65, 1452–1460. doi: 10.1016/j.jbusres.2011.10.011
Zinkhan, G., & Lascu, D. N. (1999). Consumer Conformity: Review, and Applications for Marketing Theory and Practice. Journal of Marketing Theory and Practice, 7, 1–12.
FEATURED PRODUCTS
Quick links
© 2019 Termedia Sp. z o.o. All rights reserved.
Developed by Bentus.
PayU - płatności internetowe