An 2 (intrasexual competition context vs. Given that intersexual and intrasexual selection are closely related processes, it stands to reason that a further function of male conspicuous consumption could be to impress and deter same-sex rivals. However, these studies have yet neglected to investigate the function of male conspicuous consumption in same-sex competition. Previous research found that men conspicuously consume luxury products to attract a mate and to signal their mate value. This review should help researchers to select the most appropriate instruments to study this buying behaviour. The results revealed that there is no consensus on the dimensions of the construct, and that most scales were developed to measure conspicuous consumption in a specific context. The systematic review focused on 36 studies, which describe ten scales used to assess conspicuous consumption. The selection of the studies was carried out from several databases, with articles published between 20. The purpose of this article is to present a systematic review of the scales that assessed conspicuous consumption. However, the measurement of this concept varies according to the facets on which the studies reported in the existing literature have focused. Despite the predominance of consumerism, anti-consumerism movements have emerged as a counter-culture wave of consumption, bringing more awareness of consumers’ behaviour, offering alternatives for the consumption lifestyle, and encouraging reflection on the benefits and harm of consumerism.Ĭonspicuous consumption is considered a deliberate engagement in the purchase, possession and symbolic and visible use of products and services, with the motivation to communicate a distinct self-image to others (Roy Chaudhuri et al., 2011). Since consumption is filled with symbolic meaning, buying behaviour goes well beyond the tangible aspects, also incorporating the intangible aspects, thus showing the importance of experiential and green consumption. However, the relationship between subjective well-being and buying is dependent on different variables, such as what is being bought, and who is buying. A buying frenzy can lead to impulsive and, in the worst cases, compulsive behaviours. Composed of processes that makes it endure and prosper, the power of consumerism in our daily lives is best observed during sales events, such as Black Friday, when the opportunity to buy at a greater cost-benefit causes commotion and when overconsumption is common. The importance of acquiring and possessing material objects has emerged as the main value of the consumer society, leading to the belief that possessions can make us happy. Values, beliefs, habits, and everyday situations have changed people and their lifestyles, thereby shaping the contemporary consumer. However, the reasoning behind such behavioral patterns warrant further research.Ĭonsumerism is a socioeconomic phenomenon that has redefined societies. In the context of Sri Lanka, all socio-demographic antecedents that were incorporated in the scope of the present study showcased to have a significant impact on conspicuous consumption of luxury automobiles. The results highlighted that there is a downward trend on conspicuous consumption in luxury automobiles as the owners grow older, males are more conspicuous than females, the level of educational attainment and conspicuousness has a negative relationship, employers are more conspicuous than employees and respondents in the lowest income band are most prone towards conspicuousness when compared to other income groups. This paper reports the outcomes of an exploratory survey conducted using a sample of 200 luxury automobile owners in Sri Lanka to examine the reflection of conspicuousness under different age groups, gender, religions, educational attainment levels, occupations, and monthly incomes. In the light of this, the purpose of this study was to explore the impact of socio-demographic cohorts on the conspicuousness of luxury automobiles in Sri Lanka. Yet, much little attention has been devoted towards this obtrusive consumer desire in Sri Lanka and elsewhere in the world. Conspicuousness is a phenomenon which is in wide praxis today, and we need not to go far to observe such consumption conducts that are rooted upon the motives to exhibit one's monetary strength, to showcase exclusiveness or belongingness to a specific crowd while gaining prestige, respect and status.
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