Spending in the Spotlight: Unveiling How Inequality Shapes Conspicuous Consumption Among Students

In a world characterised by economic disparities, understanding the drivers of conspicuous consumption is crucial for both theoretical and practical reasons. This study investigates the impact of inequality of outcomes and inequality of opportunities on conspicuous consumption, among undergraduate students in the United States, addressing a notable gap in the literature that often overlooks the influence of different types of inequality. Participants were primed to reflect on their experiences related to either inequality of outcomes, opportunities, or routine activities (control). We hypothesised that students who are primed with inequality of outcomes (H1), inequality of opportunities (H2) would exhibit higher levels of conspicuous consumption compared to the control group. Additionally, we posited that students with low disposable incomes primed with inequality (H3) would engage more in conspicuous consumption than higher-income students in the control group. Despite extensive...Show moreIn a world characterised by economic disparities, understanding the drivers of conspicuous consumption is crucial for both theoretical and practical reasons. This study investigates the impact of inequality of outcomes and inequality of opportunities on conspicuous consumption, among undergraduate students in the United States, addressing a notable gap in the literature that often overlooks the influence of different types of inequality. Participants were primed to reflect on their experiences related to either inequality of outcomes, opportunities, or routine activities (control). We hypothesised that students who are primed with inequality of outcomes (H1), inequality of opportunities (H2) would exhibit higher levels of conspicuous consumption compared to the control group. Additionally, we posited that students with low disposable incomes primed with inequality (H3) would engage more in conspicuous consumption than higher-income students in the control group. Despite extensive literature linking inequality to increased conspicuous consumption, our results did not show a significant effect of the priming conditions on conspicuous consumption intentions. However, disposable income was found to be a significant predictor, with higher income students engaging in more conspicuous consumption. The study highlights the importance of considering economic capacity in conspicuous consumption behaviours and suggests the need for diverse samples and alternative methods in future research to better understand the relationship between the examined variables.Show less

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Spending in the Spotlight: Unveiling How Inequality Shapes Conspicuous Consumption Among Students